A Quote by Martin Sorrell
Formula One gives a platform to companies like Rolex - and that's just in media space, watching television or reading newspapers, digital or physical. You see the brand in the context of the competition and bring it to the attention of everybody on a regular basis.
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We don't see the Lifetime brand as just a television brand. We see it as a female media brand. It has to represent what she is interested in, up and down the spectrum, in all kinds of content.
As I currently explore things like augmented and virtual reality, I constantly bring us back to actual bodies in space, real dancers that have physical manifestations not just phantoms that exist in digital space.
When CNN launched in the early 1980s, everybody said: A 24-hour news network won't work. They launched, they did ok, CNN went almost bankrupt because of the risks they had taken, they got bailed out, and 25 years later CNN is a huge global brand. I think the same is going to happen in digital. If you look at the younger generation, there is a huge consumption of digital media and almost no consumption of print or traditional television. Eventually money will follow that. It is just a question of which companies win, how long it takes to get there and what kind of model you need to apply.
My definition of media? 'Anything which owns attention.' This could be a game or, perhaps, a platform. Ironically, the media tends to associate media with publishing - digital or otherwise - which, in turn, is too narrow a way to consider not only the media but also the reality of the competitive landscape and media-focused innovation.
I'm not mad at digital media at all; I just see the importance and beauty of physical media.
The digital revolution has disrupted most traditional media: newspapers, magazines, books, record companies, radio.
Unless you're a big movie star, regular television work is going to bring you more exposure than anything. Everybody has a television; not everybody goes to the movies.
I think the adoption rate with respect to social media and how companies leverage that varies by the company. Cisco is probably a leader in the space. A lot of times, we actually use virtual ways to communicate our brand and do some of our advertising, first on the social space, then we do on physical advertising.
If you're going to be a media brand and not just a linear television brand, then you have to make sure you're speaking to all women and all interests, so it may mean that you end up smaller audiences serving individual pieces of content, but the aggregate is what's important and what we're paying attention to.
You can't just repurpose old material created for one platform, throw it up on another one, and then be surprised when everyone yawns in your face. No one would ever think it was a good idea to use a print ad for a television commercial, or confuse a banner ad for a radio spot. Like their traditional media platform cousins, every social media platform has its own language.
In the digital realm, companies are free from the friction of producing physical goods, and as a result, we see companies like Google go from zero dollars in revenues to billions at a much faster rate.
Today, getting people to hear your story on social media, and then act on it, requires using a platform’s native language, paying attention to context, understanding the nuances and subtle differences that make each platform unique, and adapting your content to match.
The advertising marketplace is moving rapidly into digital videos. We know that by 2018 it is estimated that it will be a $12.2 billion business. We've been seeing the agencies combine their digital video spend with television spend and put it under one spend and just calling it "video." The pool of money is becoming much bigger. The comparisons between television and digital video are being made much more often because you can account for who's watching, you can't fast-forward through the commercials. There's a much more intimate relationship with someone watching digital video.
I would like to see more of the making of just regular television shows. Like the casting process. I think it's so fascinating to watch the actors come in and see how they discuss everybody afterwards. It's a crazy world that has no rhyme or reason.
Only brand names register in the mind... What you should generally do is take a regular word and use it out of context to connote the primary attribute of your brand.
The advent of the Internet exposed the fact that the old business model for newspapers was broken. The world wide web fundamentally changed the media eco-system, challenging established journalistic practice in what is known as the mainstream media: radio, television, newspapers and magazines.
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