Jenny Chan 陳詠欣
Jun 25, 2015

Cannes 2015: MediaCom COO on pitch mania, China's performance in Media Lions

CANNES - In a one-to-one video chat along the Croisette, MediaCom Worldwide COO Toby Jenner tries to clear the cloud over the current spate of global pitches and discusses what system orchestration means for clients.

wide player in 16:9 format. Used on article page for Campaign.

Key takeaways from Jenner:

  • The current 'pitch situation' in the US where Jenner is based now, is a once-in-a-lifetime, unique and unprecedented event. It won't be seen again in another 15 or even 20 years, he said. This will see a potential redistribution of US$25 billion of spending activity in one single market. Why? Though there is no single answer, as we previously reported, Jenner feels that technology plays a role in clients wanting to understand the best offer in that space. Tech companies being the new power broker between platforms and clients is not an either-or 'binary' threat for media agencies, because of their storytelling abilities.
  • The most successful companies in the world, like Uber, Airbnb and Facebook are utilising what Jenner calls system orchestration or network orchestration. Clients will see that it is not in their best commercial interests to be bringing things in-house. The investment, for one single discrete advertiser, that goes into producing and developing these platforms is not cost-effective.  
  • From a product perspective, it is a matter of time before we see effective work from China awarded in the Media category at Cannes Lions. Great work is done by great talent, but China has not got its talent right. Also, the type of work that wins at Cannes isn't the type of work that is bought and signed off by clients in China, he said.

See all of Campaign's round-the-clock festival coverage by our entire international team here: [email protected] 2015, and follow our own reporters on the ground on Twitter ----> @Byravee and @HayJennyC 


Related Articles

Just Published

1 day ago

Mindshare adds dedicated China leadership

EXCLUSIVE: APAC CEO Amrita Randhawa has relinquished her China responsibilities to two new leaders, Benjamin Condit and Linda Lin.

1 day ago

Pinterest unveils new tools and insights for marketers

Major takeaways from the platform’s first global advertiser summit.

1 day ago

Crash Course: How to develop a content strategy

You know content should be a key part of your overall brand strategy, but where do you start? This course explains the key steps you should take to ensure an effective content journey.

1 day ago

The unlimited potential of live storytelling in ...

Brands like Standard Chartered, Uber Eats and Mastercard achieve impact by marrying human emotions with the unpredictability and excitement of live sports.