Industry's great and good unite to back TV advertising

By Amy Kellow | 29 July 2013
Sir John Hegarty will join industry bigwigs in a new documentary called Next Generation Marketing from Think TV.

Senior marketers at Volkswagen, P&G, Samsung, CUB and Woolworths have lined up to herald a resurgence in TV ad dollars.

The brand representatives are joined by advertising luminaries such as Sir John Hegarty, Jeff Goodby and David Droga in a new documentary promoting the effectiveness of the platform.

The documentary has been funded by industry lobby group Free TV Australia.

Next Generation Marketing - created by the trade body's marketing arm Think TV - explores how global and local brands are using TV to grow their businesses and provide advertisers with innovative ways to engage audiences. It suggests that changing consumption habits and technologies could lead to a revenue boost in a sector where its ad dollar dominance is being steadily picked off by digital.

Top marketers including P&G's Marc Pritchard, CUB's Vincent Ruiu, Samsung Australia's Arno Lenior and Woolworths' Luke Dunkerely line up alongside the ad industry heavyweights.

The documentary will be split into four six-minute episodes available on the Think TV website and rolled out over coming weeks. The series, part of the industry body's 2020 Vision initiative, has been developed by Host Sydney and The Glue Society, with production by Will O'Rourke.

Hegarty said the way his business uses TV has changed. “What we do is create a piece of advertising, not just a commercial, but an event. It commands attention, it commands an audience and then what happens is, it starts a conversation...and we've had a huge amount of success with this. What we’ve understood over the last five years or so is that actually, this is television’s golden age."

Marc Pritchard, global brand building officer for P&G said TV had a significant effect on its sales. "We see, literally, when we take TV off the air our brands go down. When we put it back on the air our brands go up.”

Volkswagen USA's vice president of marketing Kevin Mayer said the ability to target return-on-investment (ROI) of a TV ad is going to be stronger in the future than it is today and this will lead to an "influx" of dollars back into the medium as it will offer greater efficiency and scale. "That’s where I think television is going to really see its second coming,” he said.

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