GroupM's Christian Juhl on outstanding digital craft and creative

Christian Juhl: Because I came from Essence, a data and technology-based media company, my mission was to transform GroupM into not only the largest media buying planning organisation in the world but also the smartest, most data-centric, and technology-focussed.

Implementing that agenda during a pandemic has been unique and challenging, but I've enjoyed it. I’m happy with the team we've been able to build. It has been hard but worth it.

TD: What do you believe is driving the industry? What are the tricky challenges we're all facing, and how do we sort them out?

CJ: We’ve just seen 10 years' worth of innovation packed into one, and keeping up with that change has been a challenge. Many have unexpectedly moved into e-commerce: I got a brief this morning from a client saying 90% of their sales were now going to be direct-to-consumer and I had to remind them that a year ago they swore they would never sell direct-to-consumer.

These companies are going through big changes. If you've built a team to serve a certain purpose and that purpose shifts dramatically, then that can be a difficult transition for folks.

TD: What do you predict will be the biggest trend or the biggest challenge this year?

CJ: Change, change, and more change.

We're seeing a proliferation of digital platforms, direct-to-consumer, OTT, new paid media. There is a tremendous amount of flux in the system right now. With the rise of environmentalism, social consciousness, ethical use of data, you're looking past click-through rates and GRP into a new math of measurement. It will take the industry to come together and demand change to make it work.

TD: Given the impact of recent global events, what new consumer behaviours are going to be driving the trends this year and beyond?

CJ: We'll never get back to 2019. 2021 will be completely different. Consumers are used to getting content whenever, on whatever platform they choose. We're seeing a return to long-form content and it’s more important than ever to know your customer. Companies that use that knowledge will excel, but those who treat all customers the same are at a disadvantage.

Consider brand safety - in a time of civil unrest, the [US] election, government interventions. Advertisers probably long for the days when they knew exactly what they were going to get and how it would to play out. We have opportunities to create transformational relationships and branded experiences, but I think it requires a new math and a new understanding of these environments.

TD: I like this idea of ‘a new math’.

CJ: Some of the most meaningful experiences are big shared moments on broadcast TV. I've often said there's nothing like television – but only when it's supported by a broad reach programme using digital platforms. It requires understanding your consumer, and partnerships with media players all around the world. Consider the Superbowl: brands are bringing people together in a moment when we really need it.

TD: Let’s talk awards. What does a winning award submission look like?

CJ: I hate to sound wishy-washy, but truly, I think anything can win. It just has to be unique and stand out. That can be in the art of the planning, the message itself, or the creative idea.

I'm a technician and a technologist, so I like to see a well-thought-out plan and how the parts fit together. Something that extends across media formats to tell a story, with the right frequency and audience understanding. I'm a sucker for that sort of entry because I know what it takes to set up.

But judging some internal awards the other day, the Mouldy Whopper blew me away! You’re faced with a great piece of creative that makes you stop and think, and that's the beauty of advertising - you get to have both.

TD: I'd like you to give our viewers one actionable insight, a tip for standing out.

CJ: I'm an optimist by nature. As painful as the last year has been, I want to be reminded that in tough times the human spirit is something we can build from. The moments, music, and art that I'm responding to the most right now have that sort of reminder and resonance.

TD: In closing - what's one thing you'd like people to remember when it comes to the craft?

CJ: Take risks – smart risks. This industry has always rewarded the bold. I'm the data and technology guy that wants to build a perfect, detailed plan, but at a certain point, you have to take a leap. That can be in your media choices, your creative, or your message. We're sometimes guilty of being formulaic - it's a cliche, but to win you must think outside the box.

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