In the year that celebrates 25 years since the creation of ZenithOptimedia, Gerry Boyle, Global Managing Partner and Chairman, ZenithOptimedia Asia Pacific will look at the key trends that have shaped the last 25 years and its impact on the communications industry globally @exchange4media Conclave today.
Sunil Lulla, Managing Director and Chief Executive Officer, Times Television Network is going to be the Session Chair. “India’s growing and consuming-oriented young population will drive media growth. Our tradition of a democratic and free media, steeped in the best of practices with its uniquely ability to adapt will see wide adoption of all new tools, innovations and media. We should emerge as the biggest market in terms of penetration and volume, and in the top 10 of value,” observed Lulla, while talking about the factors that are going to define the media landscape in the next 25 five years.
A preview to Boyle’s presentation today
With dynamic changes in technology and multimedia screens, how do you think agencies need to prepare for the future?
Boyle: Agencies need to become much more fluid in relation to platform and content development. A new generation is emerging for whom intelligent content from brands and businesses is an expectation, not an added extra. Increasingly, media consumption is not defined by platform but by content and experience, and the creative expectations are exacting. The economic value of success is high and the cost of failure is equally high and way more public. In this context, agencies and vendors need to put self-interest to one side and collaborate like never before. Our collective interest must always be the client’s interest – if we keep this focus, we can all prosper.
How is ZenithOptimedia working towards the same?
A continued focus on developing our strategic product. Great strategy provides permission to execute and execution is what delivers results. In addition, we’re focused on delivering Live ROI through developing our practices in content, performance marketing, data analytics and live insight. We’re working with partners, old and new, to deliver excellence for our clients, and driving tech solutions such as GLANCE & AOD through our business to increase fluidity and improve results on a real-time basis. We’re moving from a buy/sell relationship to a collaborative partnership with our key media vendor partners.
The next 25 years is a long way; how are you going to plan for it?
That’s a big horizon. The 25 years references our anniversary and some future gazing. In terms of planning for the more immediate future, our goal is simple – to anticipate our client’s needs and develop our product and service accordingly to appropriate and accelerate market trends to the benefit of our clients. The best possible planning for the future is, of course, to ensure we have a diverse, rich, highly motivated and performing talent base ready for change. We focus on this everyday.
Boyle joined ZenithOptimedia in August 1999 as Communications Director with responsibility for bringing a greater level of consumer insight and qualitative understanding to clients’ business, and building the strategic planning proposition. He was promoted to Managing Director in 2003 and then Chief Executive in 2006 following a stint at London Business School, before taking on his current role of Global Managing Partner and Chairman of ZenithOptimedia Asia Pacific in August 2013.