ZENITHOPTIMEDIA GLOBAL BOSS: ‘WE HAVE TO BREAK FREE FROM ADVERTISING’
Media agencies need to break free from advertising and focus more on the customer journey, according to ZenithOptimedia global managing partner Belinda Rowe.
The “industry is still too obsessed with TV advertising,” she told the AANA Reset conference in Sydney today.
Rowe, Australian agency boss and former CEO of the Communications Council, now based in London, said that clients and agencies talk about “360 degree thinking” but actually living it is more difficult.
She added: “We have to get out of the TV-dominated consensus…so many meetings I sit in with clients, TV is still front of mind. We have to break free from advertising.” TV is still seen as the primary channel, with “everything else secondary”, she added.
“We should think owned first, instead of always starting with the same [TV] assumption. It doesn’t mean you spend less on paid, you just start with owned and layer on paid,” she said.
There is a job to do to educate senior business leaders that TV is not the be all and end all. Rowe believes that while many bosses still focus on a brand’s share of voice as a measured success in marketing, the measure is “no longer relevant”.
“We are developing metrics to educate boards on the success of campaigns. We have to reframe the question. I’m not saying TV is not effective, but people tend to start there. We should be mapping the consumer journey, and auditing the power of owned assets,” she said.