The haunted advertiser
McCann Client Service Director Ralf Menikheim at the MediaPro 2010
The radical changes in competition haven't just left tracks across the advertising landscape, they have cut a swathe through it. Meanwhile the clients' demand catalogue now embraces long-term technical vision that can also accommodate their current trends and hypes - always meeting target group expectations, of course.
The corporate clients have to be in there, so the agencies are forced to join in the app euphoria.
But how can they deliver? Content must always support the brand, it must be immediately recognisable, instantly available and, yes, at a favourable price. Co-ordination must function quickly and smoothly. And, then, when the euphoria fades, there must be an adaptation strategy in place. Resource planning and protecting the room for creative freedom become even more important.
McCann Worldgroup in Germany, together with censhare, has developed a solution, which, for a number of years, has been blazing a trail in the direction of asset management. The standardisation of creative processes has enabled the basis for a synergistic implementation of brand strategy and creative product. The objective is clearly defined: more breathing space for the crucial creative idea!
McCann Client Service Director, Ralf Menikheim, presents insights and perspectives:
"The haunted advertiser". New channel - new challenge - new solution is in The Digital Theatre on November 3rd 11.45