/// Starcom President Explains Her Holistic Approach to Data
Specs Who Amanda Richman New gig President, investment and activation, Starcom Old gig President, digital, MediaVest Age 46 What is your mission statement? It’s truly to break down the silos in the marketplace and within our organization so that we’re investing in building out experiences for our clients, no longer simply media plans. What is the most pressing digital priority for your clients? The real challenge is driving convergence and integration and taking digital from a siloed vertical world to making it horizontal across the organization and helping to fuel and power all of the media connection points. How does your digital background inform how you approach traditional media? Digital is about the art of the possible, so bringing that creativity into the discussions, freeing it from looking at things by channel or medium or by daypart to more holistically look at content and audiences and bring a greater appreciation of the data. That is playing a much bigger role in the upfronts—and really, all media conversations. What has been the most important disruption in the past, say, year? Social and mobile are both huge disrupters of the business in that they bring the two-way dialogue between consumers and brands to life. And with mobility, too—the idea of place and location data, and how that is changing how we connect. They are two great forces that are difficult to separate. Take-away from the NewFronts this year? It was a great pivot from last year, where the story was about building awareness, to this year, really showcasing the quality of content and demonstrating that there are other sources of video supply. It’s not all about the television upfront and the traditional ways we do business. There is a much broader landscape here and a greater opportunity to look not only at video but the experience surrounding video. And the upfronts
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