UM: Marketers Want To Be Publishers

In a presentation today at Cannes, entitled, “Entrepreneurs are the New Creative Department (and vice versa)”, UM and Advertising Age released the attached research.

Key findings and the presentation background are included below:

Key Findings:

• 25% of marketers reported that they are willing to use media dollars to make investments in startups.
• The majority (57%) said their organization is ready to shift budgets in to riskier activities in the next year. Those activities include (but are not limited to):
  • Becoming a publisher (77%)
  • Building marketing technology solutions (42% want tighter connection to their tech teams)
• To embrace this new reality of new technologies and start-ups, 64% of marketers believe they should have a “proactive response” by educating their teams and empowering them to be curious.
• Another 31% say it should be “reactive” in nature, this way they can see how they are best utilized before embracing the product.
• 25% of respondents say they would consider using media or ad dollars to make new media venture investments while half (50%) say “maybe, as business demands require.”
• Over two-thirds (67%) indicated that their advertising/marketing teams see the impact of technology and start-ups as a positive thing for their business. Only 4% say it’s a negative thing.
• Over three-quarters (77%) of respondents say they are open to making an investment in their brands to become content publishers with the prominence of Twitter, Facebook and blogs.
  • This is comprised of 51% who say they are already making the investment while another 25% say they want to, but are uncertain of the exact skill sets needed.

Presentation Overview: Rapid acceleration in technologies are constantly reinventing and reimagining new businesses, evolved models and team structures overnight - creating significant impacts and transformations in our industry.  The new art of creativity is being driven by the ideas, products and solutions realized by these businesses as they grow and adapt to the changing landscape.  Some of the world’s largest marketers, like BMW NA and L’Oreal USA, are embracing this wave of entrepreneurialism by evolving their processes to develop new products and services (in much quicker time frames.)  Hear how brand marketers discuss new collaboration approaches with entrepreneurs and provide insight into how new marketing roles have been developed to navigate this evolving landscape.

Presenters:
Marc Speichert, CMO, L’Oreal USA
Trudy Hardy, Manager, BMW Marketing, Communications and Consumer Events, BMW NA

Co-Presenters:
Joanne Bradford, CRO, Demand Media
Brian Monahan, CEO, IPG Lab
Marc Ruxin, EVP, Emerging Technologies, UM
Troy Young, President, Say Media

Please click here to download presentation