SPIKES: Starcom MediaVest Group on the intimacy of globalisation and digitisation

During his presentation, he outlined how he observed the media role moving from efficiency to 'segmenting' and 'sequencing' of content. He went on to highlight the need for the same in order to truly understand and make the advertising offer a valuable proposition to the customer.

Explaining how consumers today have far-reaching access to information, thanks to the Worldwide Web, he pointed out it was essential for advertisers to communicate with consumers at different points of the purchasing process. "We as advertisers need to understand the consumer's mindset as he goes through the purchase process and to foster and engage with him", he said.

He also spoke of Intentrack, a tool devised by the company that enables them to understand the messages people are looking for at different moments of the purchase process, and partnering with clients to serve audiences on-demand.

As people are growing more and more sick of information, servicing customers on-demand would seem a more fruitful proposition. But in order to make that happen, one would need to "rethink digital, rethink the agency's role and create the new Web: a shared reality."

If all this is to become a reality, creative agencies and media agencies would need to work hand-in hand. As Swinand says, “We don’t live in an either or world, but in an ‘and’ world.”

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Spikes Asia is organised in conjunction with Haymarket Media. The full programme can be found at www.spikes.asia.