What challenges will the new year bring? We asked leaders from GroupM, OMD, and more for their direst predictions. Read on, if you dare!
Worst thing No. 1: Exhaustion from complexity
John Montgomery, COO of GroupM Interaction North America, says that if we fail to partner well in 2013, complexities will overwhelm us and the industry will be on the road to disaster.
John Montgomery joined Ogilvy in 1989 in South Africa as media director and launched MindShare in that country. In 2004, Montgomery moved to New York to lead mOne in North America, the interactive media practice for MindShare and Ogilvy and was subsequently appointed as global CEO of MindShare Interaction in 2006. He was appointed as COO of GroupM Interaction for North America in 2008. As part of his portfolio, Montgomery leads GroupM's privacy and data strategy for digital and works closely with industry bodies that help set policy in these areas.
Worst thing No. 2: Superficial metrics
John Bohan, the founder of Socialtyze, says that if the digital marketing industry relies on cosmetic and perfunctory metrics to measure the ROI of digital investments, it will be the worst move agencies can make in 2013. In this clip, he also explains what the meaningful metrics are.
John Bohan is the founder of Socialtyze.
Worst thing No. 3: We're not innovative enough
It's no surprise that the bigger an agency gets, the more likely its employees are to get stuck in a streamlined mode of operation. As Rick Parkhill, chairman of Poptent Media, explains, companies big and small need to maintain a focus on innovation if they want to thrive in 2013.
Rick Parkhill is the founder and chairman of Poptent. The business concept for Poptent was a result of his many years in the interactive media world and watching his son grow up shooting, editing, and producing homemade music videos. Parkhill recognized early on that advertisers would have an increasing need for video content and that there was an ever-deepening pool of capable creative talent that was developing outside of agency walls.
(Image Credit: Shady Boules)