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At our Imagine conference in March, I had the pleasure of speaking to Michael Kassan, Chairman and CEO of Medialink, about keeping up with change, key drivers in our industry, and how one enduring quote from his earlier law profession has guided his career in marketing.
I found Kassan’s thoughts on the “inextricable link” between agencies, planners, buyers, and content creators especially thought-provoking - while conventional practices have focused on the relationship between agencies, its critical we also understand how content creators develop the digital ecosystem we then help drive. Content offers the sign posts that guide us.
Things from Michael's insight to think about/discuss:
Medialink has been taking some of the biggest brands on “content journeys” -- why did they take them to the entertainment industry? What other industries should we put our ear to?
Why is “social,” and the corresponding buzz around it, a misnomer? Do you agree?
Finally – trivia – what is the ONE word Kassan thinks we should remember as we go forth? Hint: The Graduate. Hint: Plastics. Hint: Watch the clip!
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