The global community is getting smaller as evidenced by how Fabrice Brovelli’s take on new media in France (see main Border Watch story) parallels in key respects that of Kari Jackson-Kloenther, global marketing director for Mediacom in Dusseldorf.
Brovelli, head of TV production at BETC Euro RSCG, Paris, expressed enthusiasm over new-media opportunities, noting that they represent a growing sector which merits the attention of his department and agency creatives.
Jackson-Kloenther similarly confirmed that a larger number of interactive and branded content projects are emerging in Germany. “We are recommending them [interactive, branded content and digital projects, including mobile] to our clients as an excellent way to best capture attention in a very fragmented market,” related the Mediacom executive. “As technological capabilities continue to grow, we expect that these types of projects will become even more sophisticated, with even better targeting potential and better measurement possibilities.”
Asked by SHOOT to assess the creative climate in Germany, Jackson-Kloenther observed: “In the media scene, agencies are pushing themselves to find the ideal combination between medium, target and maximum awareness. This requires creativity, of course–what some agencies have been better able to achieve than others.
“Through the growing number of new media competitions right now,” continued Jackson-Kloenther, “it is easy to have the opinion that media is much more creative than it was in the past. But perhaps it is just the awareness of ‘creative media’ and the sales tactics of getting creative campaigns out to the press. The really strong campaigns and good creative work may be just as numerous now as in the past.”