Whilst at Venice, a number of media brands took to the stage, including Discovery Networks, JC Decaux and Eurosport.
Media brands often debate between themselves whether media agencies truly see them as business partners. As for clients, in many markets the media brand is still relatively distant from direct contact with the client brands.
It is true that some media agencies still treat media brands as an outsourced idea generation department that often fails to get the credit for their contribution. Also, some clients still see media brands as meremy a source of advertising space, so treated as simply a part of the supply chain.
Yet this is changing. The smart marketers and agency folk are realising the potential for truly powerful communications solutions if a more open approach is taken with media brands.
As for the media brands, speaking at conferences about the business of partnership with the agencies and client brands is critical to show why media brands should be taken more seriously.
Yet all too often, the media brand fails dismally. I have been to too many conferences where there will be a media brand who cannot grasp the importance of the platform, and reverts merely to giving a 15 minute sales pitch...and often not even a thinly disguised one.
The major culprit at Venice? Eurosport. Pure sales pitch, no vision for the industry. Added little to the debate. Gave a poor impression of wishing to build partnerships other than airtime sales. Shame.
Esther Lee of Coca Cola highlighted the danger of innovation for brands. With companies turning out so many new updates of their products (mobile industry springs to mind), consumers are either tiring of change or seeking newness from brands at an ever-increasing pace. Brands then get into the a vicious circle developing more and more newness, often with little to show for it. Meanwhile, Esther also mentioned that such a rush to innovate has placed retailers in a strong position.