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The Guardian Changing Media Summit 2012

09 April, 2012 - Source: Bray Leino

Bray Leino Yucca's Client Services Director, Debi Ehrich on the Guardian's Changing Media Summit.

I joined some of our fellow Bray Leino colleagues at the recent Guardian Changing Media Summit in King’s Cross. Here are some snippets we found interesting from the two-day event.

We got the scoop on new social TV app Zeebox when CEO Ernesto Schmitt talked about the burst in sign-ups (15,000 every hour) after their TV advert aired this year.

The very well-spoken but not very well-dressed (by his own admission) Andrew Rashbass - CEO of The Economist - referred to the consumption of news on tablets as Lean Back 2.0. He also confirmed that the role of social ‘likes’ (as a form of personal recommendation) has been a success for the paper and helped to bring their mission statement to life after 169 years.

We were reminded of key points from the Boston Consulting Group’s recent report:
• The internet contributes to 8.3% of the UK economy, a bigger share than any of the other G20 major countries. (Although Felix Salmon from Wired feels that this statement makes no sense, as the report isn’t actually measuring the Internet but just e-commerce, which, of course, is a fraction of what we do online.)
• The "internet economy" was worth £121bn in 2010, more than £2,000 per person.
• If the internet was an economic sector it would be the UK's fifth largest.

We particularly enjoyed meeting the charismatic B. Bonin Bough, the Vice President of Global Digital and Consumer Engagement at Kraft Foods (previously SVP of Digital and Social at PepsiCo). His passion is infectious and I share his frustration at the digital unfitness of many brands i.e. the inability to adapt to changes in the digital environment. ‘If you wait, you have to scramble.’ said Bough.

And just when I thought I didn’t need any more convincing that mobile marketing is firmly part of the digital mix, he stated that mobile coverage in Africa is more widespread than running water, confirming that mobiles are absolutely a basic necessity of life. Kraft and Nokia have announced a partnership, which was initiated by Bough, to help develop and encourage innovative thinking for mobile strategies. Keep an eye on the Kraft Mobile Innovation Lab.

Social was high on the agenda, as expected, and the panel debate around measuring the marketing influence that an individual may have over others didn’t really provide any clear conclusions although the latest product from PeopleBrowsr, called Kred, may prove to be a bit of a concern for Klout et al.

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