Mike Cooper, CEO, Worldwide at PHD talks about creating ideas that transcend platforms, PHD’s belief in shaping media through technology and its gamified global planning system. Cooper will talk about ‘Gamification-The Future of Work is Play’ at exchange4media Conclave today.
On the umbrella theme of exchange4media Conclave 2014 – Marketing: The Future is Technology?
It’s extremely relevant. If you look back on the last 20 years, you can see that the real driver of change in media is technology, while other changes in media have had a limited effect. It’s extremely important to always have one eye on the future and that’s why PHD has always invested in thought leadership in this area, such as our book published in 2011 titled, ‘2016: Beyond the Horizon’, looking at the changes in technology shaping media. And more recently our work with futurist and techno-philosopher Jason Silva has looked at exponential changes in new technologies such as biotech and nanotech and the huge implications they will have.
Do you think media agencies today are successfully overcoming the silo mentality and adapting to the changes of interactive content, emerging media, and new immersive consumption patterns?
PHD has been present on the juries of a number of creative awards and the best ideas coming through and rightfully winning recognition are those that are channel agnostic, with ideas bigger than the medium that work effectively across every channel. Some are better than others at this approach. Campaigns we do for clients are designed to work across all channels.
How are agencies today, overcoming the core challenges of re-inventing the old communications model and re-framing old methods of storytelling through the lens of technology in the dynamic social media landscape?
Agencies are certainly evolving and keeping pace with the changes in the environment. The type of people we employ is different to five years ago. It’s moved from specialists to people who understand media holistically and can advise the client on every touch point. Finding those people can be challenging for agencies.
How is gaming and the engage economy going to impact the way media agencies function in the coming years in your view ?
We are at the early stages of the impact it is going to have. PHD launched a gamified global planning system, Source, eighteen months ago and it is yielding outstanding results. There are 300 ideas generated a day from all parts of PHD’s network of 81 offices, demonstrating engagement and collaboration on a level even we weren’t expecting. Rather than having three planners on the business, clients have a pool of 3,000. It’s still in the early stages for Source and we believe it has a huge amount of potential.
exchange4media Conclave 2014 is set to take place today at Trident BKC in Mumbai. With industry stakeholders and international leaders attending and deliberating upon the trends that will redefine the future of marketing, the Conclave has become one of the most awaited events this year.
The Conclave theme this year is ‘Marketing: The Future is Technology’. The theme will address the various challenges that agencies face in the fast evolving environment of confluence of new media and traditional media.
The stellar line-up of speakers include Tim Andree, Executive Chairman, Dentsu Aegis Network & Executive Vice President, Member of The Board, Dentsu Inc, who will be the Keynote Speaker this year; Dominic Proctor, President, GroupM Global, Geetu Verma, Executive Director, Foods & Refreshment, Hindustan Unilever, John Sheehy, President, Global Operations, Starcom Mediavest, Michael Wall, Global CEO, Lowe & Partners, Mike Cooper, Worldwide CEO, PHD, Vikram Sakhuja, Global CEO, Maxus and Vishnu Mohan, CEO, APAC Havas Media.
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