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Media agency ditches the word ‘digital’

Kumar: "The lines we draw between offline and online are anachronistic"

Kumar: “The lines we draw between offline and online are anachronistic”

A big media agency is ditching the word ‘digital’ from the job titles of its media planning and buying teams across Asia.

IPG’s Mediabrands group – which includes agency brands UM and Initiative – has said that there is little point in using ‘digital’ in job titles, since its teams “are now capable of creating digital and cross media plans, while all TV buyers are now capable of selling digital video and digital TV ads”.

The move follows an intensive twelve month training program to ensure its off- and online planners and buyers are versed in all media.

Digital planners and buyers are now referred to as ‘superspecialists’ in areas such as search, social, creative services and real time buying.

The group’s agency bosses have been given performance indicators to “take accountability for integrating digital into mainstream recommendation,” the agency said.

“There is no online marketing versus offline marketing, but just marketing. There is no TV versus online video, but just video,” a press release read.

Called Project Hybrid, the initiative is based on the principle that consumers view the brand as a whole and so planners must become adept at handling online and offline media to bring one single marketing solution, the company added.

Prashant Kumar, CEO of IPG Mediabrands for World Markets Asia, said in a press release: “Today, digital is the mainstream; not a speciality. It is the second largest medium globally as well as in many of the Asian markets. The lines we draw between offline and online are anachronistic and actually only exist in the minds of those in denial of the new reality. A commitment to going ‘hybrid’ is a commitment to the future of our talent, as we have no doubt that the future in our industry will belong to those who will be comfortable with old and new media.”

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