MEDIAWATCH #8: Mexico

Mexico is one of my favorite countries to visit for work and play.
Here are some key media trends for 2016 to 2020

MediaWatch Mexico

MediaWatch Mexico

Marie Sornin

MEDIAWATCH #6: Singapore

My Asian tour continues, here is a quick overview of the media landscape in Singapore.

Media landscape Singapore

Download Mediawatch SG the PDF

Marie Sornin

MEDIAWATCH #5: The Philippines

As I continue my journey around Asia, I discovered the Philippines.

I certainly had one of my craziest travel story trying to go to the airport during #APEC2015 summit… I also discovered a really dynamic digital industry. In spit of a relatively low internet penetration (25%-42% depending on the source) advertisers are ready for innovation on digital platforms!

Mediawatch Philippines

Mediawatch Philippines

Download Mediawatch PH PDF

Marie Sornin

MEDIAWATCH #4: China

It is slightly more difficult to find robust information about the Chinese media landscape than any other country I have researched so far.

Here is an overview of what I have compiled from multiple sources

Chinese media landscape

Download the Mediawatch PDF

Additional read if you want to go deeper:

The State of Chinese Advertising

Social, Digital & Mobile in China 2014

Marie Sornin

MEDIAWATCH #1: South Korea

Over the last year, I have been fortunate to visit 10 different countries on business.
The experience and learnings I captured during each trip are tremendously valuable.
I have been writing specific work reports, and I have also decided to share broader observations about each market.

This is my media watch, starting with South Korea where I am spending the week.
I will then backfill with India, Brasil, Singapore, Indonesia, Mexico, Australia, France..

  • Population: 49.3 Million
  • Internet penetration: 85.3%

Skorea population and internet metrics

  • Media Spend:  Mobile ad spend is said to account for 10-15% of total ad spend in 2015 and as much as 29% by 2019.
    IPTV & Mobile represent the strongest growth. This demonstrates the power of fast mobile network accessible anywhere (when everyone watches mobile on their phone in the subway: commute time is the new prime time).

S Korea spend by media

  • Mobile leaders: Google and Facebook are strongly represented, yet they are being crushed by the regional giants Daum Kakao and Naver.

S Korea mobile apps used

  • Opportunities for international companies: South Korea is well connected and extremely competitive. The lessons learnt by observing the dynamics can be very valuable (Kakao’s vertical integration is fascinating. Although described as a messaging service it also offers e commerce, content curation, taxi services…).
    South Korea is a great benchmark.
  • Barriers for international companies: Language.
  • Personal observation: This is the most competitive market I have ever seen with local player being extremely advance + vertical integration like nowhere else.
  • Fun fact: #KPOP is everywhere.
      • Travel tips: Traveling to Korea is like stepping into the future.

Marie Sornin

#CannesLions 2014

I am approaching my Cannes Lions wrap up a bit differently this year.

Firstly, because I am still skeptical that [as epic as it is] the Volvo trucks epic split has been “realise sans trucages” as they would say in Cannes.

Secondly, because after 1 year at @Twitter I have been drinking too much blue koolaid [and I like it]

So here are my favorite tweets from this year’s #CannesLions :

Most innovative tweets: The selfies by @dronie

Most entertaining tweets: A refreshing way to meet the Lions winners by @ Vine & Wine

 

The geekiest Tweet goes to @skalifowitz:

 

The scariest Tweet is from @AdWeek:

 

The most philosophical Tweet by @jasondaSilva

 

Great take away from @Ogilvy that you can apply to your twitter practice for any event

 

Finally, finishing off with w little bit of inspiration from the great creative minds @Ogilvy:

 

 

Hope you enjoyed these tweets from Cannes

Marie Sornin

Live blogging from iStrategy Sydney

Spending the day at #iStrategy, global marketing conference. I won’t summarise the keynote sessions. You will be able to find most of them on iStrategy site.  However, I am extracting the common themes I find throughout the multiple presentations.
Amazing line up to start day 1 Ken Segall (ex Apple creative director, the man responsible for “I” everywhere, follow up by Jason Hincks (co founder & CEO of Movember), as well as a Panel of retailers etc…

The leanrings behind their success stories can be summarised in 5 themes:

1-Simplicity is what makes people fall in love with brands:
This was very much, Steve Jobs’ philosophy and how he drove Apple from near bankruptcy to global success. Making users love Apple and its products was all he truly cared about. Why? He turned computer users into Apple fans by making simplicity the ultimate sophistication.
From his experience, Ken Segall explained that being simple is not easy. A pure idea is battled by over populated meetings, negativity current affairs, competitors fighting back… all these currents push you to complexity…  He summarised how to achieve simplicity by a quote from Antoine de Saint Exupery “ Perfection is achieved not when there is nothing left to add but when there is nothing else to remove”.
My French touch says: Simplicity is sexy!

This trend is also reflected in the way retail is changing. Technology is actually making the customer journey longer and ever more complex: discovery> search>buy>acquire>use & share>relationship. There are now more channels than ever before, the role of retailers is to bring them together into a seamless customer experience. In store influences online behaviour and vice versa. The key is to make it simple & compelling. John Batistich (Director Marketing, Westfiled) shopping world tour showed some great shopping experiences from Eataly food theater to Nike wearable devices, Burberry Flagship store and Uniqlo clothes to change the world. From his point of view, the next big change is location profiling. This is simple: bring customer, content and context together!

2-Be authentic:
I have talked about that in many of my posts as it is an absolute pillar of social media success. It came out strongly again in the beautiful Movember story. Authenticity is  what prevents Movember from turning into white noise on the marketplace . How have the Movember team managed to keep their idea growing over 10 years and across multiple countries? Simply (ahha) by putting the fun factor as a priority over raising funds (of course raising funds is important, but is not the main reason why guys join!) and by refreshing their brand every year with a campaign theme that is true to Men’s health. This has driven them to always defend their brand vigorously (selective partnership, not expanding into growing Mos all year long…)

How women can support Movemver

How women can support Movemver

On a side note, I will also highlight the importance of social media. Just to nail the point that social is  taking on search #justsaying: Facebook is the number one referral of traffic and donation (brings 31% Movember traffic and 15% of donation) and is ahead of Google…

Also, when you are Authentic you can do stuff like Scoopertino without creating a crisis…

3-Passion:
Certainly true for anyone who worked with Steve Jobs at Apple, but also true for the Movember crew who turned a mates catch up at the pub into a multi-million dollar fund raiser.
Nick Baker (Executive General Manager Marketing) also talked about how Tourism Australia took passion to the next level by making their 4.2 Million fans the heros in the community. In doing so, they created the biggest, most engaged social media team in the world.
My take on it is: if you are not passionate about what you do, ask yourself why you are doing it?

4- Take some risks:
Confirmation from executives that the only way to grow is to challenge the status quo and take risks.
From Tourism Australia shifting from advertising to socially amplified advocacy. Easier said than done but over the years they have done it! From photo Fridays, to newsjacking the social media team now plays a central role into the communication planning. Their latest campaign Best jobs in the world collected over 620K application from all around the globe. Surely better engagement than a TVC!
Again, Steve Job’s example “here is to the crazy ones ad (voice over by Jobs but that actually never got released) is the best illustration of achieving greatness by not following but leading the way

Marie Sornin