Guy Abrahams, ZenithOptimedia worldwide strategic marketing director: “The future of media agencies is to become curative, not creative”
dmexco – the digital marketing exposition & conference – is the best way to meet the greatest specialists from all over Europe. In the ZenithOptimedia lounge I was lucky to meet Guy Abrahams, one of ZenithOptimedia’s top experts. Guy sat on the sofa with his personal laptop and worked on a presentation: maybe for the world advertising summit or for his next visit to one of ZenithOptimedia’s offices around the world, who knows?
Guy has a wide role in ZenithOptimedia’s operational life: he leads the communication planners and is also in charge of the agency’s positioning in the market. It was no surprise that many people were crowded around him. I decided to ask this media veteran for his forecast of the development of the advertising market over the next few years.
“The development of the advertising market is based on the idea of brand communications,” said Guy.
“All of us should start to think about the advertising process not as media planners, or buyers, or strategists, but as advertisers. Agencies should give brand-focused service, concentrating on the needs of each separate brand.
“But it is not a good idea just to tell consumers what brands want. There will no longer be pure advertising as we knew it before, there will be ecosystems full of experiences, and we will tell consumers what they want to hear, what will be useful and interesting for them, across media channels.
“The advertising market is becoming more adaptive and flexible without any standard models of communications. We should think how can we orchestrate the delivery of experiences across the consumer journey – it’s not about being a creative agency, it is about being a curative agency.”
Written by Victoria Shayakhmetova, Media Group Head, ZenithOptimedia Russia
