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The future of content: the agency, the media owner and the influencer

Content is the future - but what's the future of content? MediaCom, Yahoo! and an influencer discuss the fight between the algorithms and the editors - and traditional v social media.

It’s about being authentic… That’s the key message that came out of the panel debate from Advertising Week Europe 2017. Here are some of the session’s best quotes…

Sue Unerman, chief transformation officer, MediaCom
"Content is the means by which we seek to generate empathy between brands and customers. Content is as broad as you want it to be. It is the storytelling by which we thrive and survive and enjoy our lives. How media agencies use that content with our partners is how you get people to buy more product and engage with the brand."

On strategy in the modern landscape…
"How do you make sure you’re spending your client’s money wisely? It’s not 11-year-olds playing football, it’s not 'let’s all follow the ball’. It has to be a strategic decision that makes sure there’s a correct return on investment."

On metrics
"We shouldn’t have one set of rules for the Daily Mail in print and another set of rules for influencers. What are the rules? What are the metrics? What’s the analogy? Are you after reach? Then what does that mean?"

"There is space for news and quality journalism. Absolutely. But we need to solve the business puzzle around it."

Louise Rumball, influencer, founder, Chapter Three
"I don’t think anyone falls into getting hundreds of thousands of followers. What people don’t see is that behind the scenes of influencers, it is all very strategic. There is a lot of brand building."

"You have some influencers who will do anything for money. That’s where distrust comes within the influencer marketing. You have those who are wholly authentic and will only work with a brand if they believe they can tell the story for the brand through their own words."

"92% of teenagers use SnapChat. Brands are scared of it. You can’t click through to your website or social accounts. You can’t track your conversions. But it’s happening – and as the new generation comes through, things will be changing."

Nicholas Petche, editor-in-chief, Yahoo UK
"There is a massive opportunity for premium brands. For a news brand the challenge is to be authentic and honest. You have to have a clear sense of purpose – to inform and to entertain."

"People are still going to need news. Niche publications will have a very firm area. Big publications will have a firm area. The middle will continue to get squeezed. People are going to want more authenticity – they want trust and want to rediscover and built on that trust."

Panel featured… Sue Unerman, chief transformation officer, MediaCom; Nicholas Petche, editor-in-chief, Yahoo UK; Nigel Clarkson, managing director, Yahoo UK (chair); Louise Rumball, founder, Chapter Three. Session took place during Advertising Week Europe 2017 called: 'The future of content: community, circulation and classy trainers’

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Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).