Think TV launches third in its documentary series – ‘Next Generation Marketing’ via Host Sydney, The Glue Society and produced by Will O’Rourke
Free TV Australia’s trade marketing arm Think TV, today has announced the launch of its third documentary series, Next Generation Marketing via Host Sydney, The Glue Society and produced by Will O’Rourke.
The Series, part of the acclaimed 2020 Vision initiative, explores how iconic global and local brands are effectively using TV to drive business success.
Ten of the world’s most forward-thinking industry professionals discuss how TV is rising to meet new marketing challenges, providing advertisers with innovative and effective ways to engage audiences.
Sir John Hegarty, founder-creative of BBH, says the way his agency uses TV is evolving.
Says Hegarty: “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.”
Marc Pritchard, global brand building officer for P&G, tells 
how the company doubled their average return on investment with its TV-led ‘Best Job’ campaign. Pritchard also highlights the tight correlation between TV advertising and the impact on P&G’s sales.
Says Pritchard: “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.”
Vincent Ruiu, general manager marketing, global & craft brands for Carlton United Breweries (CUB), says TV has been fundamental in building affinity with brands in the hearts and minds of consumers, noting that TV has helped drive 10 years of consecutive growth for Carlton Draught.
Kevin Mayer, vice president marketing at Volkswagen USA offers a glimpse into what marketers can expect in the future from TV.
Says Mayer: “The ability to target ROI of a TV ad is going to be stronger in the future than it is today.”
Mayer says as television evolves and becomes more targeted there will be an influx of dollars back into the medium because it will offer even greater efficiency and scale.
Says Mayer: “And that’s where I think television is going to really see its second coming.”
Hegarty echoes this sentiment adding: “What we’ve understood over the last five years or so is that actually, this is television’s golden age.”