Video: Phil Cowdell Explains [M]PLATFORM and His Relationship with Lyle Schwartz

COWDELL If you think about the evolution of media over the months years decades we39ve built lots of capabilities as each thing hasamp160arrived Do you remember back when there was that thing called digital and then there was a thing called search and then it evolved there was this new thing called social and then programmatic came alongamp160Most of us as organizations had to build capabilities for each of those things as they happened But then each of them in their own right becomes an entity And over a while you say 39Well shouldn39t we be neutral and just be able to connect with all consumers all the time in any digital world39 And that39s really what MPlatforms is about For us to streamline to simplify all these assets and serve them up so they39re expressly and easily at the service of our clients through our agenciesCOWDELL In the streamlining of this and when you think all the different departments and functions it becomes very simple now There39s Lyle Schwartz and there39s Phil So Lyle is the face of all investment across all media and all types and Phil is the face of platforms Now if you think about the way we bring that together platforms underpin the way we engage in trade with every partner and then equally Lyle can look across every dollar we spend on behalf of clients across every media type to ensure that we39re doing it in the right way with the right access to the right inventory at the right price and the right value So this really is that streamlining of there39s Lyle and there39s Phil working seamlessly together as platforms and as investment Watch Phil39s full interview hereCOWDELL The question would be 39What39s in the best interest of sellers as we move into the new media landscape39amp160amp160Maybe in the old world it was about opaqueness and maybe separation so that I can drive a price advantage here or there But to me I think it39s missing the point The real benefit to sellers is helping us drive outcomes that are of value to our clients So to me an input metric like a CPM is actually a false metric because it isn39t related to what we39re trying to deliver to our clients The more we39re delivering to outcomes the better amp160In my mind I think for vendors for media partners the more they can help us with clarity connect with the right consumers and get the right message to the right consumers at the right occasion in the right environment with the right mindset the more they39re going to be benefitted That is a very different conversation from an abstract price conversation because a pure abstract price to me becomes much less relevant when you can think about the value you39re creating That39s where I want them to think as being partners in the value chainCOWDELL If you think about the relationship between the vendor and the agency there will be a data component but there39s also an idea and an emotional human relationship These are relationships where we understand the true needs of the brand and we can ideate together and explore the right ways to create value so I think that the human relationship is even more important Watch Phil39s full interview hereCOWDELL If we can create value for clients then the value change can go all the way through and the seller of that should be rewarded The other thing we39ve got to remember is that not everyone39s in the market to buy a car today amp160If you think about when we start advertising a premium car that would actually be decades before the person can afford to buy it So I think what we39ve got to realize is there39s this issue of dynamic and variable pricing that you39ve got both the need for the sort of broader ambient awareness which should be a certain CPM and there39s a specific 39I39m at the right time in the right place with an intent and a need39 which can be a different CPMCOWDELL Some people may think the industry is just continuing a sort of gradual onward movement I think it39s actually reinventing There was a certain CMO of a large CPG client and he used to put up a picture three pictures there was the Coliseum in Rome there was the Sydney Opera Houseamp160and there was the pyramids of Giza amp160And he39d say 39Look at these three things39 amp160And you39d say 39Yeah they all look fundamentally different39 But he said what39s interesting is the architectural style and the application are completely different the usage completely different But the principles of physics are the same and they39ve been the same for millennia So within our industry I think the true principles of engaging with consumers to get their mental availability into a brand to understand how to engage with a brand and want to buy the brand that39s all enduring But I think the edifices and the constructions we39ve built to try and address it a bit like the Coliseum and the Opera House and the pyramids of Giza have manifestly changed over the years And so in an evolution I think we39re on this side changing the edifice and representation of agencies but what is continuing and staying true are the principles of how we engage with consumers to drive value for our clientsWatch my full interview with Phil Cowdell hereamp160and view the full Legends ampamp Leaders Video Interview Series hereClick to WatchVideo GroupM39s Irwin Gotlieb on the Future of Media and AdvertisingVideo GroupM39s Rob Norman on Creative Premium Inventory Snapchat and MoreVideo Brian Lesser Explains GroupM and His Future VisionVideo Phil Cowdell Explains MPLATFORM and His Relationship with Lyle SchwartzVideo GroupM39s Lee Doyle on Relationships with Media PartnersClick the social buttons above or below to share this content with your friends and colleaguesThe opinions and points of view expressed in this article are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated bloggers

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Video: Phil Cowdell Explains [M]PLATFORM and His Relationship with Lyle Schwartz

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Jack Myers

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Video: Phil Cowdell Explains [M]PLATFORM and His Relationship with Lyle Schwartz

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