mediacom at mediacom engage october 2013

16
Super-Connected Partnerships Steve Gladdis Joint Head Of Planning, MediaCom London @SteveGladdis

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Steve Gladdis, Joint Head of Planning and MediaCom UK opening presentation of the conference explains the concept of Super Connected Partnerships

TRANSCRIPT

Page 1: MediaCom at Mediacom Engage October 2013

Super-ConnectedPartnerships

Steve GladdisJoint Head Of Planning, MediaCom London@SteveGladdis

Page 2: MediaCom at Mediacom Engage October 2013

Why are we talking about partnerships?

Page 3: MediaCom at Mediacom Engage October 2013

Partnerships win us a lot of awards

Page 4: MediaCom at Mediacom Engage October 2013

Partnerships work the budget hard

Spot advertising Content partnerships

Source: MediaCom Business Science Benchmarks

Average based on 42 campaigns

Page 5: MediaCom at Mediacom Engage October 2013

More and more of them are happening

179% in the last 3 years

33% since 2011

Page 6: MediaCom at Mediacom Engage October 2013

But also, the conditions are right for a new type of partnership…

Page 7: MediaCom at Mediacom Engage October 2013

Media owners are more commercial than before

Page 8: MediaCom at Mediacom Engage October 2013

The entertainment industry is more commercial than before

Page 9: MediaCom at Mediacom Engage October 2013

Personalities and celebrities have become media owners in their

own right

Page 10: MediaCom at Mediacom Engage October 2013

Brands have more to offer the partnership

Page 11: MediaCom at Mediacom Engage October 2013

So the old model is a missed opportunity

Brand gives partner money

Media owner creates a bit of

content

Entertainment partner offers image rights

Page 12: MediaCom at Mediacom Engage October 2013

We should be thinking about

creatingSUPER-

CONNECTED PARTNERSHI

PS

Page 13: MediaCom at Mediacom Engage October 2013

Harper Collins and ClearChannel

Page 14: MediaCom at Mediacom Engage October 2013

Harper Collins and ClearChannel

Page 15: MediaCom at Mediacom Engage October 2013

Characteristics ofSUPER-CONNECTED PARTNERSHIPS

1. They have multiple partners working together

2. There are unorthodox partners – eg the scouts, a YouTube influencer…

3. They are mutually beneficial (not just because money changes hands)

4. They are multi-platform with multiple access points for the consumer

5. They work across all aspects of the marketing mix – ie instore, CRM, etc – as well as comms

Page 16: MediaCom at Mediacom Engage October 2013

Thanks for listening

@SteveGladdis