Ed Renicker, CEO of New York Interconnect, will host a fireside chat with Bill Koenigsberg, President, CEO and founder of Horizon Media, at the Cynopsis Big TV Conference. Among the topics: brands, data and the future of client/agency relationship. Renicker offers a sneak peek at what’s on the agenda.
What do you think is the most pressing challenge for the media industry right now?
Audience fragmentation is an incredible challenge in the industry right now. Tackling the issues of how to best reach audiences, how to effectively execute plans using multiple platforms, and how to accurately determine the effectiveness of a campaign- all within the current organizational structure of media companies, as well as the ad agency community- are currently the most significant challenges we face.
How are brands benefiting from the changes in the business?
The biggest benefit for brands is the amount of data that is available, both in the planning stages, as well as in post-campaign reporting. This is unprecedented for TV.
How is the partnership between client and agency evolving, and where do you see it five years from now?
At its core, the client/agency relationship should still be foundationally based on the goal of collaboration, which leads to building the client’s business. I think further cooperation by clients to supply agencies with critical 1st party data needs to progress, in order for agencies to more effectively (and efficiently) prepare the best creative/media plans.