Alexander Schmidt-Vogel of Mediacom and Steve King of Zenith Optimedia.
ASV in strident tones says that the fundamental issue remains that for the most part our entire industry is devoted to creating and delivering messages that people don’t want to watch. Fair point well made.
Steve (watch the platitudes lads) talks of the transformation from transactional partner to communications partner. Top man to have the cohonas to raise the issue of the need to GET PAID MORE TO DO MORE.
The ownership of the IP arising from the push into branded content is clearly potentially transforming of agency economics. Good topic from Michael Kassan and answer from ASV who recognizes the need and the right of agencies to own and leverage content IP.
All they need now are the skills and the appropriate attitude to risk. That’s easy enough!