In the MIXX: The New Strategy

09/24/2007

The Interactive Advertising Bureau's MIXX 2.7 Conference and Expo opened with a bang, as three industry heavyweights squared off in a panel discussion about how best to organize creative and media shops for the digital age. Carat Americas CEO David Verklin came down on the side of full integration. "Digital media has to be the core of every strategy," Verklin argued, suggesting that this could not be accomplished without the top to bottom integration of digital and traditional approaches to creative and media buying.

Rishad Tobaccowala, CEO of Denuo, took a more nuanced approach, pointing out two potential downsides to integration: the inability to move quickly and the loss of specializations. Carla Hendra, co-CEO of Ogilvy North America, meanwhile, drew on her experience with the now-famous "Campaign for Real Beauty," on behalf of Dove. She noted that although the campaign enjoyed high-profile media coverage, most notably on the Oprah Winfrey show, the real engagement with the brand occurred online. For more on this and for more coverage of MIXX 2.7, check out the IAB Live MIXX Blog.

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