media as a force for good
TRANSCRIPT
Marc PritchardChief Brand Officer
ANA Media & Measurement ConferenceSeptember 23, 2020
MEDIA AS A FORCE FOR GOODAND A FORCE FOR GROWTH
F O R C E F O RG O O D
F O R C E F O RG R O W T H
BILLION
F O R C E F O RG R O W T H
$
““
HALF THE MONEYI SPEND ON
ADVERTISINGIS WASTED;
THE TROUBLE ISI DON'T KNOWWHICH HALF.
J O H N W A N A M A K E R
LEADCONSTRUCTIVE
DISRUPTIONTO TRANSFORM MEDIA INTO
A FORCE FOR GOODAND A FORCE FOR
GROWTH
CONSTRUCTIVED I S R U P T I O N
FORCE FORG O O D
AND
FORCE FORG R O W T H
LEAD
LEADCONSTRUCTIVE
DISRUPTIONTO TRANSFORM MEDIA INTO
A FORCE FOR GOODAND A FORCE FOR
GROWTH
1STEP
= = = =
EQUALITY INTHE MEDIA SUPPLY CHAIN
1STEP
MARKETERS AGENCIES PRODUCTIONCREWS
MEDIAPROVIDERS
EQUALITY INTHE MEDIA SUPPLY CHAIN
50% WOMEN | 50% MEN
1STEPEQUALITY INTHE MEDIA SUPPLY CHAIN
1STEPEQUALITY INTHE MEDIA SUPPLY CHAIN
40% MULTICULTURAL13% Black | 18% Hispanic | 6% Asian-Pacific | 2% Native American
L E A DMEASUREDIAGNOSE
ACT
ACCOUNTABILITY DASHBOARD
GOAL BRAND
WOMEN 50%
MULTICULTURAL 40% X
ACCOUNTABILITY DASHBOARD
GOAL BRAND AGENCY
WOMEN 50%
MULTICULTURAL 40% X XX
ACCOUNTABILITY DASHBOARD
GOAL BRAND AGENCY PRODUCTION
WOMEN 50%
MULTICULTURAL 40% X XX ?
ACCOUNTABILITY DASHBOARD
GOAL BRAND AGENCY PRODUCTION MEDIA
WOMEN 50% ?
MULTICULTURAL 40% X XX ? ?
2STEPELIMINATE SYSTEMIC INEQUALITIES
2STEPELIMINATE SYSTEMIC INEQUALITIES
5% MULTICULTURAL
MARKETINGSPENDING
2STEPELIMINATE SYSTEMIC INEQUALITIES
40% US MULTICULTURAL
POPULATION
5% MULTICULTURAL
MARKETINGSPENDING
DISMANTLE SYSTEMIC INEQUALITY
ACCESSCAPABILITY
DISMANTLE SYSTEMIC INEQUALITY
ACCESSCAPABILITY
INFRASTRUCTURESPENDING
DISMANTLE SYSTEMIC INEQUALITY
ACCESSCAPABILITY
INFRASTRUCTURESPENDING
MEDIAEFFECTIVENESS
DISMANTLE SYSTEMIC INEQUALITY
ACCESSCAPABILITY
INFRASTRUCTURESPENDING
MEDIAEFFECTIVENESS
DIRECTLYINVEST
DISMANTLE SYSTEMIC INEQUALITY
PURCHASING POWER
ACCESSCAPABILITY
INFRASTRUCTURESPENDING
MEDIAEFFECTIVENESS
DIRECTLYINVEST
DISMANTLE SYSTEMIC INEQUALITY
PURCHASING POWERMARKETGROWTH
ACCESSCAPABILITY
INFRASTRUCTURESPENDING
MEDIAEFFECTIVENESS
DIRECTLYINVEST
3STEPACCURATELY PORTRAY ALL HUMANITY
3STEPACCURATELYPORTRAY ALL HUMANITY
+10% TRUST
+20% PURCHASE
3STEPACCURATELYPORTRAY ALL HUMANITY
100% ADSWITH SCOR E
ABOVE 100
<5% HISPANIC
TV CHARACTERS
18% HISPANIC
POPULATION
<5% HISPANIC
TV CHARACTERS
18% HISPANIC
POPULATION
<5% HISPANIC
TV CHARACTERS
1% ASIAN
TV CHARACTERS
18% HISPANIC
POPULATION
<5% HISPANIC
TV CHARACTERS 6% ASIAN
POPULATION
1% ASIAN
TV CHARACTERS
4STEP ELIMINATE HATEFUL CONTENT ONLINE
4STEP ELIMINATE HATEFUL CONTENT ONLINE
ELIMINATING HATEFUL CONTENT
SHOULD BETABLE STAKES
$300 BILLION 30 YEARS
5STEPLEVEL THE PLAYING FIELD
UPFRONTS
RATINGS
RATINGS
RATES
RATINGS
RATES
INFORMATIONASYMMETRY
FOMOs
LEVEL THE PLAYING FIELD
INFORMATIONASYMMETRY
CROSS-PLATFORMM E A S U R E M E N T
PROGRAMMATIC MEDIA
PROGRAMMATIC MEDIA
6STEPCREATE CONTENT FOR GOOD
EQUALITY IN THE MEDIA
SUPPLY CHAIN
ELIMINATE SYSTEMIC
INEQUALITIES
ACCURATE PORTRAYAL
ELIMINATEHATEFUL CONTENT ONLINE
LEVELTHE PLAYING
FIELD
CREATECONTENT
FOR GOOD
654
321
LEADCONSTRUCTIVE
DISRUPTIONTO TRANSFORM MEDIA INTO
A FORCE FOR GOODAND A FORCE FOR
GROWTH
Thank You