Welcome to the 11th video in our Ad Vision series of interviews leading up to Cannes Lions 2011!
Today, our team in Singapore talk to Thierry Halbroth, Executive Creative Director at McCann World Group's Cathay Pacific Central Team in an exclusive Asia Perspective.
What are the challenges his team in Asia faces when it comes to digital marketing? What is the mindset of exceptional talent? How much "digital" should be in the media mix?
Thierry suggests a media mix that includes roughly 25% to 35% digital. Now we've seen anything from 0% to 100% so, while one size never fits all, we'd have to agree with Thierry that “single digit” investments will limit customer reach as our industry progresses and the consumer behaves even more digitally. The truth is that digital has become a staple, and will trend toward dominating for many markets.
Curious to hear about the composition of digital in your media mix and how you see it changing (if at all) over the next couple of years.
Thierry encourages us to nurture talent who embrace their own digital behavior rather than compartmentalizing it. As social media marketer, there is little delineation between my relationship with digital media at home and in the office. Another recurring theme in our series of interviews, do you apply your own habits and behavior to your work in advertising?
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We hope you enjoy the Ad Vision series. We’d love to get your thoughts, so do join the conversations either below with a comment or on Twitter.