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In Digital We Trust: the 'Paid'-'Owned'-'Earned' Phenomenon

Girish Menon, Group M and Mindshare Malaysia

18-Aug-12 05:48

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Group M CEO and Leader of Mindshare Malaysia, Girish Menon discusses: 

- Overall health - Malaysia advertising spend; 
- Contrast with supposedly cooling economy - whether disconnect; 
- Astro's return to the stock exchange; 
- Catalysts - local media landscape- Growth areas - print - Mandarin - Maly vernacular;
- Dynamics: Chinese - Malay newspapers; 
- Drop in English literacy - issues; 
- Nielsen raings - flaws; 
- Marketing Trends - rise of social Media - data not captured by Nielsen adex data - implications - planning - forecasting; 
- 'Paid' - 'owned' - 'earned' architecture - issues; 
- Digital - TV combination - success - issues; 
- Digital media adoption - challenges - issues; 
- Digital media - ad spend - versus overall - lags developed markets - reasons; 
- Owned ad network - details - issues; 
- Coming elections -- issues re confidence - ad spend - reluctance; - Popular culture - measurability - alignment; 
- Group M over-aligning with Astro - issues; 
- Working culture - advertising - burnout - stress - issues.

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