BRANDS AS MEDIA How Owned Media is redefining the relationship between brands & media

My Company:• 2010: Inc. 500 Fastest Growing Company• 2009: Ad Age Top Ten Agency A-List • 2008: Ad Age Small Agency of the Year

My Background:• Career: 7 years at P&G as a Brand Manager in Digital & Branded Entertainment• Recognition: Named to 2010 iMedia25 Internet Marketing Innovators• Activities: Co-founder of The Brandery & Board Member at VCU Brandcenter

Dave Knox, Chief Marketing Officer

@daveknox

ADVERTISER

MEDIA

MONEY

AUDIENCE

not goodfor media companies that is

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this isn’t newbrands have been in the content

business for over 50 years

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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.

digital changes thingsIn a digital world, brands can control

the content and the distribution

Reaches over 78 percent of new & expectant moms

online in the United States

Photo - All rights reserved by Anthony Cain © http://www.flickr.com/photos/acain/2698664007/

A new channel for P&G to reach the 2MM+ “At Home” Fathers in the United States

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new models emergebrands are leveraging fourmodels for owned media

#1 - Publisher CollaborationExamples: Meredith & Kraft Foods, P&G Productions

& NBC Universal for Petside.com

Pro’s: - Expertise in content creation- Existing ad relationships / sales staff- Ability to drive audience

Con’s: - Tension in sharing equity / ownership- Potential conflict of interest with media- Expertise in publishing, not technology

#2 – Brands Go It Alone

Examples: General Mills & Tablespoon.com

Pro’s: - Total control over brand experience- Potential new revenue stream

Con’s: - Expensive when cost isn’t shared- Lack of career path for internal employees- Content could be viewed as biased- Not built for speed / rapid prototyping

#3 – Agency Partner

Examples: P&G and Barefoot Proximity for Man of the House / Home Made Simple

Pro’s: - Proficiency in building brand experiences- Ability to experiment with business models- Lots of flexibility with staffing

Con’s: - Many existing agencies lack experience- Requires new business model / structure- Incremental funding to drive audience

#4 – New Media CreatorsExamples: American Express OPEN Forum with

Federated Media

Pro’s: - Technology at their core- Flexibility in staffing

Con’s: - Difficult to choose the right partner- Business models still being defined- Incremental funding to drive audience

“There is a death going on out there. The world is changing and now it’s changing rapidly. New Media has been talked about for years but now not only is it here, it is here in a lightning speed.”

- Michael Eisner

Thank you. You can reach me at:dave.knox@rockfishinteractive.com