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2014 Predictions from Mondelez digital and social head, The Guardian's CMO, Telefonica Digital's comms director and Facebook creative chief EMEA

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By Stephen Lepitak, -

January 7, 2014 | 3 min read

The final Empty 13 event, a Bite initiative, took place at the end of last year, where The Drum took the opportunity to ask some of the senior marketing and communications speakers at the day for their views on what 2014 was likely to hold for the advertising industry.

Nick Wilkins, director of media relations for Telefonica Digital

Latin America is such a huge growth engine, and the World Cup being in Brazil we see as being hugely related. The Brazilian Government has asked for 4G coverage at all of the stadiums. We are seeing smartphone penetration growing very quickly there. We have been a strong advocate of the Firefox/Mozilla project to get more affordable smartphones. When you look at coverage with more smartphones and the attention that a World Cup brings - we believe that is going to be a huge stimulator of technology in Latin America and Brazil. Things like mobile advertising, mobile content and services, it will be interesting to see how that stimulates the market over there.

David Pemsel, chief marketing officer, The Guardian

Media agencies will become even more powerful in the way in which money gets distributed. Their grasp on social and the social space is getting better. They won’t just be about reassuring a client where it goes, but being more strategic than they already are about providing to a client, over where to place their money. A lot of people will be a lot more confident over trialling long-form video…content is certainly on the agenda and people will be a lot braver in that space.

Rob Newlan, head of EMEA, Facebook Creative Shop

My big hope is relevancy. What everyone wants is the value exchange - I'm spending my time on these platforms so give me something back that I care about. That can be that it’s funny, informative, useful, emotional, but it’s something that I've said - “Here I am, this is me” but don’t hit me with the same thing that you are hitting everyone else with or even worse, hit me with something that is absolutely nothing to do with me. That is something that I think we are moving towards.

Sonia Carter, head of digital and social media Europe at Mondelez Intl (Kraft Foods)

We’ll see much more integrated campaigns, so digital plays its rightful role, not as an add-on, so that it’s properly connected into the fabric of the campaign and using technology so that it delivers what the advertiser really wants to deliver. More inter-connectedness and more scale.
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