This document discusses building better connections across media. It notes that mobile and social media are now integrated into all ad campaigns, whether planned or not. It advocates for "connected content" and "connected planning" to build connections between different platforms starting with the original campaign idea. This involves connecting disciplines like content, digital, and media, and maintaining connections throughout the entire campaign lifecycle from ideation to evaluation. The goal is to create coordinated, well-integrated campaigns across multiple channels.

1. Building better
connections across media
Nick Cohen, Head of Mediacom
Beyond Advertising
23rd October 2012

2. Vs

3. Vs

4. Vs

6. Media multi-tasking
20%
Multi-tasking
Source: Ofcom Digital Day research

7. “Connected Media”

12. Mobile & social are now a part of all campaigns,
whether we plan it or not!

13. So how do respond?

14. “Connected Content”

15. Skoda: ‘British cycling programme’

16. Skoda: ‘British cycling programme’

17. Volkswagen: ‘See Film Differently’

18. Volkswagen: ‘See Film Differently’

21. Green Flag: ‘Notes from Hidden Britain’

22. “Connected Planning”

23. Building connections between platforms has to start
with the original idea
TV
Social
Print
Media
CORE
IDEA
Digital Radio
Experiential

24. To build connections between media, you need to
connect disciplines
CONTENT + DIGITAL + MEDIA

25. Connections need to be made throughout the
campaign lifecycle
Ideation &
Campaign
Strategy concept Production Evaluation
Live
development

26. Thank you