Leo Burnett Challenges Telco Operators to Go Socially Digital

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Advertising agency speaks at Broadband World Forum Europe in Berlin.

From Hollywood to Desktop, Content in the New Media Age

Mark Renshaw, Leo Burnett Worldwide’s global digital strategist, participated today as the only marketing executive on a plenary at the Broadband World Forum, one of the leading global events for most international and national telecommunications operators.

The five-way strong panel, called “From Hollywood to Desktop, Content in the New Media Age,” was moderated by Dr. Thomas Werner of Nokia Siemens Networks and discussed the convergence of communications, the Internet, the arrival of mobility and the future of branded content.

Renshaw noted that so-called telcos are increasingly demanding collaboration with advertising agencies now that they see the potential of mobile phones as advertising channels. He also believes that the power and future of content is not with media owners or telcos; rather, content will be increasingly fuelled by human connections and the power of many people coming together and connecting in richer, more mobile and more local ways. As a result, social media and networks are becoming more like “content-rich operating systems” through which messages and other communications flow based on relevancy and trust.

“The exchange of ideas is shifting from ‘computer’ recommendations to ‘real human people I know’ recommendations that come to life through rich content on mobile devices and the Internet,” Renshaw said.

The audience heard that in today’s socially digital world the three “C’s of Content” are creation, collection and commercialisation. While marketing communications used to be linear and one-way, from marketer to consumer, today everything has come together and is mashed-up by individuals and brands alike.

“Telco companies and brand marketers the world over increasingly want advice on how to provide meaningful content to people though mobile devices and how best to partner with each other to monetise this important, new channel. I believe that content will be more mobile, local, social, and most importantly human,” Renshaw said. “At Leo Burnett, we advise companies to accept the fact that content today has a human face and its success is driven by the power of many people. Brands should encourage people to create, collect, share and rate their branded content.”

Continued Renshaw, “People for a long time have not been satisfied with the ‘go-to’ content model, instead demanding a ‘come to me approach’. This is now more then ever about human connection, empowered by social networks. Brands can add value to people’s lives if they come to them on their terms. People want content that is rated, filtered and relevant. This is now a mass phenomenon, not a niche practice, and we’re finding new ways to create, collect and commercialise content everyday.”

Burnett advises marketers and telcos to:
1. Give users tools to create content, share and collect content
2. Provide basic “human connectivity areas” via websites, social networks and mobile devices
3. Communicate across platforms, from mobile phones to widgets
4. Open up to developers and partners

Leo Burnett is working with many companies to embrace the “power of many people” marketing paradigm, including GM, McDonald’s, Kellogg’s and P&G.

About Leo Burnett Worldwide – http://www.leoburnett.com
Leo Burnett Worldwide, comprising the Leo Burnett brand agency and marketing partner Arc Worldwide, is one of the world’s largest agency networks and a subsidiary of Publicis Groupe (http://www.publicisgroupe.com), the world's fourth-largest communications company. LBW holds people at the centre of its strategic thinking, technological innovation and creative ideas, focusing first and foremost on human behaviour before attempting to tell a brand’s story.

With this approach, LBW ensures that people who buy into client brands believe in them all the more. With expertise in mass advertising and digital, promotional and retail marketing, LBW partners with blue-chip clients such as The Coca-Cola Company, Diageo, Kellogg, McDonald’s, P&G and Samsung. The company has won more advertising awards for campaign effectiveness than any other agency in the last six years in the U.S., has been heralded as a “pioneer on the frontier of marketing”, and continues to be ranked as one of the world’s top five creatively awarded networks worldwide.


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