Mandel, who speaks in the last part of the Yahoo Big Idea series, adds that, due to Asia-Pacific’s diversity, spend on digital has also lagged behind the West.
“It’s getting better, but it’s still not there yet. There’s pockets of it and I shouldn’t even be saying generically that it’s not there yet but there’s still a ways to go, and that really has more to do with integration and really having the idea that it’s not just digital but cuts across many different channels,” he says. “Also, the amount of spend has still been a little sub-par. That’s partly because of the region, which has 11, 12 countries, so it’s not as homogeneous as the United States where you can have one big digital campaign.”
Mandel adds that truly integrated campaigns are among his favourite things to see, and when it comes to the ‘big idea’, a collection of small ones can be just as effective.
Mandel’s interview is the sixth and final part of MediaTV’s Big Idea series. Previous interviews include David Droga, founder and creative chairman of Droga5; Piyush Pandey, executive chairman and creative director of Ogilvy & Mather India and South Asia; Fred Koblinger, CEO of PKP Proximity and BBDO Holding of Austria; Rodney Fitch, chairman and CEO of design agency Fitch; and David Guerrero, chairman and chief creative officer of BBDO Guerrero/Proximity Philippines.
To see other MediaTV interviews, click here.
To see MediaTV interviews as soon as they come out, sign up for Media's email bulletins.
“It’s getting better, but it’s still not there yet. There’s pockets of it and I shouldn’t even be saying generically that it’s not there yet but there’s still a ways to go, and that really has more to do with integration and really having the idea that it’s not just digital but cuts across many different channels,” he says. “Also, the amount of spend has still been a little sub-par. That’s partly because of the region, which has 11, 12 countries, so it’s not as homogeneous as the United States where you can have one big digital campaign.”
Mandel adds that truly integrated campaigns are among his favourite things to see, and when it comes to the ‘big idea’, a collection of small ones can be just as effective.
Mandel’s interview is the sixth and final part of MediaTV’s Big Idea series. Previous interviews include David Droga, founder and creative chairman of Droga5; Piyush Pandey, executive chairman and creative director of Ogilvy & Mather India and South Asia; Fred Koblinger, CEO of PKP Proximity and BBDO Holding of Austria; Rodney Fitch, chairman and CEO of design agency Fitch; and David Guerrero, chairman and chief creative officer of BBDO Guerrero/Proximity Philippines.
To see other MediaTV interviews, click here.
To see MediaTV interviews as soon as they come out, sign up for Media's email bulletins.
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