MediaCom at Mediacom Engage October 2013

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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

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MediaCom at Mediacom Engage October 2013

  1. 1. Super-Connected Partnerships Steve Gladdis Joint Head Of Planning, MediaCom London @SteveGladdis
  2. 2. Why are we talking about partnerships?
  3. 3. Partnerships win us a lot of awards
  4. 4. Partnerships work the budget hard Spot advertising Content partnerships Average based on 42 campaigns Source: MediaCom Business Science Benchmarks
  5. 5. More and more of them are happening 179% in the last 3 years 33% since 2011
  6. 6. But also, the conditions are right for a new type of partnership…
  7. 7. Media owners are more commercial than before
  8. 8. The entertainment industry is more commercial than before
  9. 9. Personalities and celebrities have become media owners in their own right
  10. 10. Brands have more to offer the partnership
  11. 11. So the old model is a missed opportunity Brand gives partner money Media owner creates a bit of content Entertainment partner offers image rights
  12. 12. We should be thinking about creating SUPERCONNECTED PARTNERSHIPS
  13. 13. Harper Collins and ClearChannel
  14. 14. Harper Collins and ClearChannel
  15. 15. Characteristics of SUPER-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
  16. 16. Thanks for listening @SteveGladdis

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