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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