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Ben Lukawski, Managing Partner at Mindshare, took a break from hustle and bustle of Cannes to talk to our own Kaila Lightner about a very important industry topic: scale.
“The interesting thing about technology and Microsoft specifically is that it gives brands scale. So in a world where we’re trying to… engage as many people as possible, you have the opportunity now to get a lot of eyeballs and engage with them in ways that we could only dream of in the past,” he said.
Ben is not unlike other industry insiders when he expresses his excitement over the union of these large audiences with new technologies. Understandably though unfortunately, the thrill of new opportunity can potentially welcome poor planning and campaign message disconnect. He warns multi-channel campaign architects to be certain the content matches the medium. Although the technology could be a perfect fit, it might not be right for the message.
“It’s important to develop these scaled campaigns to have different assets for the different channels. Sometimes, that is overlooked,” he said. In some instances, plans may even be dropped.
Listen in to hear more on why Shane decided Microsoft was the perfect partner and his advice for media planners on key reasons Microsoft is a great player for your team.
Need more insight? Be sure to browse through our entire AdVision series where we talk to creatives, planners, CEOs and more on all things industry-related.
Shelby Healy – Microsoft Advertising
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Nice article Shelby. In fact, the video by Ben clearly demonstrates the idea of scale and what it means to different industries.