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Adgully Live | adasia 2011: Day 2, Session 2; Media Fragmentation - How to navigate through traffic?

With the aroma of coffee beans in the air, the second session at Adasia 2011, deal with the changing media scenario. , As online and mobile platforms gain currency, some of the questions that were the key talk points of this session were, what will the media plan come to look like in the near future? What are the blind spots? And what are the opportunities to leverage the maximum bang for the client’s buck?
Kelly Clark, Worldwide CEO, Maxus said, “It is highly important that you are listening to your clients. It then becomes easier to understand the set of audiences you have to cater to. It’s an age where I believe we have to follow the customer, so if a customer is all communication platforms, you also have to be there.  There will be a time in the coming years, where almost 100% consumers will search online, but may or may not buy offline.”
Adding further, he said, “This will definitely change the way media and creative agencies will work. Media planning will now have a focus on global media strategies than immediate media plans and goals.”
Bob O’Leary, MD, Head of Global Marketing, Consumer, Citi, said, “It is very essential to have transparency in your dealings. Television still holds high importance as a medium, but if consumers are using other mediums, it in a way strengthens them, thus it is important to focus on them as well.”
Mainardo de Nardis, CEO, OMD, Worldwide, said, “With the huge amount of content floating around and increase in number of platforms, we need to strike a balance between both content and platforms”.

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