This presentation was given on November 30, 2010 at the AdAge 2010 Media Evolved conference in NYC. It focuses on how brands are embracing owned media to better connect with consumers
The Path to Product Excellence: Avoiding Common Pitfalls and Enhancing Commun...
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Brands As Media - AdAge Media Evolved 2010
1. BRANDS AS MEDIA
How Owned Media is redefining the
relationship between brands & media
2. My Company:
âą 2010: Inc. 500 Fastest Growing Company
âą 2009: Ad Age Top Ten Agency A-List
âą 2008: Ad Age Small Agency of the Year
My Background:
âą Career: 7 years at P&G as a Brand Manager in Digital & Branded Entertainment
âą Recognition: Named to 2010 iMedia25 Internet Marketing Innovators
âą Activities: Co-founder of The Brandery & Board Member at VCU Brandcenter
Dave Knox, Chief Marketing Officer
@daveknox
9. Some rights reserved by Vlastula
http://www.flickr.com/photos/vlastula/450642954/
On June 30th, 1952, Procter & Gamble introduced Guiding
Light on the CBS network. The soap opera had aired on
radio since 1937. Guiding Light is the longest running serial
program in television history.
The first Hallmark Hall of Fame presentation (December 24,
1951) was the world premiere of Gian Carlo Menotti's opera,
Amahl and the Night Visitors.
13. A new channel for P&G to
reach the 2MM+ âAt Homeâ
Fathers in the United States
All rights reserved by redactie ikvader.nl
http://www.flickr.com/photos/39258569@N00/511923570/
15. #1 - Publisher Collaboration
Examples: Meredith & Kraft Foods, P&G Productions
& NBC Universal for Petside.com
Proâs: - Expertise in content creation
- Existing ad relationships / sales staff
- Ability to drive audience
Conâs: - Tension in sharing equity / ownership
- Potential conflict of interest with media
- Expertise in publishing, not technology
16. #2 â Brands Go It Alone
Examples: General Mills & Tablespoon.com
Proâs: - Total control over brand experience
- Potential new revenue stream
Conâs: - Expensive when cost isnât shared
- Lack of career path for internal employees
- Content could be viewed as biased
- Not built for speed / rapid prototyping
17. #3 â Agency Partner
Examples: P&G and Barefoot Proximity for Man of the
House / Home Made Simple
Proâs: - Proficiency in building brand experiences
- Ability to experiment with business models
- Lots of flexibility with staffing
Conâs: - Many existing agencies lack experience
- Requires new business model / structure
- Incremental funding to drive audience
18. #4 â New Media Creators
Examples: American Express OPEN Forum with
Federated Media
Proâs: - Technology at their core
- Flexibility in staffing
Conâs: - Difficult to choose the right partner
- Business models still being defined
- Incremental funding to drive audience
19. âThere is a death going on out there.
The world is changing and now itâs
changing rapidly. New Media has
been talked about for years but now
not only is it here, it is here in a
lightning speed.â
- Michael Eisner
Thank you. You can reach me at:
dave.knox@rockfishinteractive.com