The BRW Digital Media Leaders Forum is on in Sydney on 23 March, promising to be another excellent event in the Australian digital media space this year. The agenda includes pointed issues such as Web 2.0 and the social web, creating revenue streams and commercializing content, new content delivery methods and more.
I will be chairing the panel on “The Case for Digital: Branding & Marketing Perspectives – Agency Perspectives”, joined by Leigh Terry, Managing Partner of OMD, Belinda Rowe, CEO of ZenithOptimedia, and Jonathan Noal, Managing Partner of BoilerRoom Communications. The panel will touch on some similar themes to The New Media Mix session I chaired at Ad:tech, in terms of making a case for digital channels relative to, and complementary to, traditional channels. However a key additional issue will be branding, which is a highly challenging domain in an increasingly cluttered, fickle, and diverse world. There is unquestionably less control in a world driven by social media. There are also far greater opportunities than previously to create powerful brands very quickly. Agencies are in the front line as clients become more demanding, yet remain risk averse, and often don’t understand the challenges of execution in a highly fragmented media world. It promises to be a great discussion – I’ll report back after the event. Hope to see you there!