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MORITZ LOEW: My advice for marketing managers in 2010 is
to get creative in the room with the ad sales folks.
I see a lot of companies that they want to do something
never been done before.
They want to be really innovative.
And that message comes through a marketing planner or a
marketing buyer.
And by the time that gets to me, the advertising person
that's trying to work with the producers and come up with
something innovative, the creative is already done and
doesn't actually fit the medium that's going to be
played with them, either contextually or device-wise.
And they're like, oh, we already did our creative.
So here you have this really custom program but we're just
going bolt a basic ad onto it.
And I think if we bring the creative folks in the room
earlier, you'll see more innovations.
I think your marketing will become more effective.
And it'll be a lot happier, as a customer, for any publisher
you're trying to work with.