How should digital media channels sell digital media marketing solutions to clients. A talk for MTV

1. THE BRAND MANAGER
IS CURRENTLY LOOKING AT DIGITAL
AS HIS OR HER
PLAYGROUND

2. ITS WHERE HE OR SHE GETS TO DO IDEAS THAT ARE
NOT POSSIBLE ON TV

3. TIME&
IS ABUNDANTLY AVAILABLE
ON DIGITAL
SPACE

4. 7
10CASES
THE BRAND MANAGER
IS NOTLOOKING TO BUY A 'SPONSORSHIP'

5. 7
10CASES
BUT WANTS TO CREATE AN
ONGOING
ENGAGEMENT

6. WHAT THEY WANT TO CREATE IS RETURN ON TIME
RETURN
ON HIS/HER
TIME SPENT
WITH BRAND

7. The Idea:
Let women tease them by telling them they are going NUDE.
Give the women consumer a return on their time and
help give men a piece of their mind.
WTF CASE STUDY

8. THAT'S NOT
JUST BECAUSE
OF A WHIM
(OK SOME OF IT IS)

9. IT’S ALSO BECAUSE THE
CONSUMER
IS GETTING
SMARTER

10. Today people know when brands are speaking
from a place of selling, bottom line or
shareholder values and they have the power to
reject them.
The brands that speak human are the ones that
have real conversations with people.
They speak with honesty,
humanity, intrigued and
humour.
They speak the language of the people.

11. THUS WHAT
THE BRAND MANAGER
REALLY WANTS TO DO ...

12. YOUR IDEA
TO MERGE

13. YOUR PROPERTY
TO MERGE

14. TO MERGE
YOUR VISION

15. INTO HIS OR HER BRAND CAMPAIGN.

16. THEY ARE LOOKING
TO GIVE
YOUR IDEA

17. REACH
SCALE
ENGAGEMENT

18. AND SYNC IT
WITH
THEIR OWN
CAMPAIGN…

19. WHICH WAS ALWAYS THE CASE….

20. BUT NOW THEIR KPIS
ALSO DEMAND THAT
THEIR PROPERTIES TOO
HAVE
REACH& SCALE

21. SO THEY WON'T GET TOO EXCITED
IF YOU GIVE THEM A FACEBOOK
POST ON YOUR PROPERTY
OR
A BANNER ON THEIR WEBSITE
WHICH IS WHY OFTEN THEY DEMAND IT IS A 'FREEBIE'

22. YOUR POWER IS NOT YOUR 'LIKES' OR YOUR VISITS.

23. YOUR POWER IS YOUR
ABILITY TO
INFLUENCE THE
INFLUENCER &
THE
CONSUMER.

24. SO IT’S NOT THE AGE FOR
SELLING
TO YOUR AGENCY

25. IT’S THE AGE OF
PARTNERSHIP
WITH THEM

26. SOME THINGS
THAT BRANDS
REALLY WANT
TODAY…

27. MAKING A
DIFFERENCE
BRINGING IT ALL TOGETHER
INDIA NO. 1 SONG
FOR 'MUSIC' ON
YOUTUBE
1

28. 1
INDIA NO. 1 SONG
FOR 'MUSIC' ON
YOUTUBE

29. FROM TELLING STORIES
TO CONSUMERS MAKING STORIES
WHY WAIT TILL TOMORROW
2

30. FROM TELLING STORIES
TO CONSUMERS MAKING STORIES
BABY LIPS KISS SONG
2

31. 2

32. 2

33. 2

34. 2

35. 2

36. USING MASS MEDIA TO DRIVE ACTION
ON 'PERSONAL' MEDIA
THE FOOTBALL CASE STUDY
3

37. And perhaps there's merit in also building these new
complexities into a media 'platform'
Agencies spend mad amounts of money with
Facebookand
Googlebecause
they've built a
platform that puts
all these together.

38. SO PERHAPS EVERYTHING
I SPOKE ABOUT ONLY
HELPS YOU
IN THE SHORT RUN

39. THE BIG QUESTION IS THE
LONG RUN

40. How does MTV build a platform that
everyone - agencies, brands, marketers sit on
and unleash creativity.
Use the platform to build something great.