Video: The Future of the Upfronts with Sandra Micek and Nick Dunham
Jack Myers gathered industry leaders for two days of shooting Season Two of the Legends & Leaders Video Series in New York City to discuss the future of the Upfronts, the transformation of the media, marketing and advertising industries and its impact on brands. In this episode, Sandra Micek, CEO, WTTW-TV/WFMT-FM (former SVP Global Brands, Hyatt) and Nick Dunham, Director of Media, Dunkin' Donuts join Jack for an in-depth discussion. Click here to see the interview. Watch the full series here.
The continued viability of the Upfronts was a hot-button topic for marketers. Many alluded to the nature of the business having evolved into the Upfronts kickstarting plans with ongoing flexibility built into scheduling -- and new concepts being presented -- year-round.
“I’ve seen some shifts in terms of how people think about Upfronts. They’re getting more creative about what goes into an Upfront,” said Sandra Micek. She continued, “I’m always open to hearing what’s coming and what’s new and what the ideas are so if that happens in an Upfront, great, so you can hit everyone at once. If it happens at other times, too, I’m ok with that.” Learn more about Micek’s thoughts on theinterplay between the Upfronts and the NewFronts.
Nick Dunham agreed, “For us and the Upfront -- our cycle times are just different so it’s an easy answer for me to kind of punt. The idea of customized ground-up-built content with partners should happen at any time.” He shared his thoughts on what digital partners are doing well, that, if adapted by the networks, could be beneficial.
The conversation then segued into a discussion of partnerships, integration and investment priorities. Micek said, “You really have to do both. To get the volume, you’re not going to get away from the big volume media buys but to get repeat business and sort of deeper integrations and deeper partnerships you have to sort of have both. Hear her take on what happens when partnership and sales groups work together.
Dunham weighed in on the need for focus and prioritization to make those calls. “Not everything can be an integrated partnership,” he said. Learn how he balances those decisions and how great creative helps.
Watch more of this insightful exchange here and view all the round table discussions with senior industry executives at www.LegendsLeaders.org.
The Legends & Leaders Video Series was made possible by a generous grant from Warner Brothers Media Sales and is presented by Jack Myers KnowledgeExchange and MediaVillage.
A Seat at the Table: Season 2 of Legends & Leaders Videos with Jack Myers
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The opinions and points of view expressed in this content are exclusively the views of the author and/or subject(s) and do not necessarily represent the views of MediaVillage.com/MyersBizNet, Inc. management or associated writers.
Karla Chrzanowski
Karla Chrzanowski is the Executive Director of Jack Myers KnowledgeExchange, where she oversees development of the company’s core initiatives – AdvancingDiversity, 1stFive, WomenAdvancing, Legends & Leaders, The Future of Men and Jack Myers T…
