Most media agencies are moving away from the traditional structure, which was designed based on media vehicles. Now teams are structured around media content (i.e. Video, Audio, etc). This means that teams will now be able to work more closely together to be able to create cross platform deals. For example NBC Universal has video outlets on the web, on network TV and on cable. By having one group focusing on video they can create campaigns and sign deals across all video outlets. Previously you would need a digital team to work with the web content and a broadcast team to work with the TV content, with no continuity.
Friday, January 18, 2008
From Media Vehicles to Media Content - Contributed by Dino
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