Video: UM's Kasha Cacy on the Merging of Creative & Media

CACY Change management was an idea that Accenture to some degree invented because they were implementing these massive changes via technology and realized there were people components that needed to be addressed along with the technology So they developed this practice in order to help with those people components As we look at what39s happening in our industry a lot of the stuff that I did in my early career has been really helpful in managing through what we39re going through right nowCACY You know I think a lot has happened over the past five 10 years Technology has come into play Data has come into play I was actually just talking to somebody today and we39ve almost gotten to the point where the technology and data have gone beyond where people can comprehend it and know what to do with it So I think we need more people who are data analysts data technicians people who understand that data amp160Watch the full interview with Kasha hereCACY I think we are very siloed as an industry right now We have data capabilities in places Even within ouramp160media partners they have a data department that does that kind of work At most agencies they have a separate unit or a separate agency that does that Where my focus is is how do you bring that all together Because I39m a real believer that magic happens when you bring different points of view together And what I39ve seen is when you combine people who understand data with people who understand a platform with a creative person and a media planner it39s super hard at first and they don39t exactly know how to work together and there39s a lot of work you have to do to get them to understand each other But if you can overcome that initial hurdle really amazing things come out of that So the change in our industry I think is how do you bring all these different points of view together and get them working togetherCACY Getting that evolution to happen against the pressures of cost is a challenge that I think is a big one that we39re dealing with at this moment in time One of the things that is frustrating for me in the industry right now is there39s a lot of adversarial relationships in the industry and there39s a lot of lack of trust As I think about where we need to go as an industry I think we need to spend some time fixing that as an issueCACY The way that we think about programming needs to change Where the networks need to think about going is less about the sevendayaweek schedule the primetime schedule having a show run every week and thinking about how do you serialize things in a different way How do you reinvent live programming Their competition is Netflix who releases House of Cards on a day and people watch that for three days straight Do networks think they serialize in that wayCACY As I think about a media plan we think about video very holistically You need to think about video in different ways So there39s video that39s going to be big innovative where you39re going to make a big impact as a brand and then there39s video that you39re going to use to keep the brand top of mind and you39ll use different types of programming different types of networks for different things But I think they39re all part of a video mixCACY I dream of a time when the client asked us what did we get for the dollar we spent on NBC that I can tell them this is what you got for that dollar on NBC and we can manage that investment in that specific and deliberate a way because we understand those linkages If you39re a media partner who is not performing you need to know that and you need to know why and then you need to be able to improve Watchamp160the full interview with Kasha hereCACY I think the whole industry has done a real disservice to itself in the programmatic spaceCACY In addition to work and family I39m really passionate about children39s education amp160We need a revamp of the education system in this country I know for my industry what I need we aren39t necessarily preparing kids to do amp160I think it would behoove all of us in this country to take a good hard look at our education system and what it needs to be in the futureView the full interview with Kasha Cacy hereamp160and view all our Legends ampamp Leaders Interview Series hereClick the social buttons above or below to share this story 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: UM's Kasha Cacy on the Merging of Creative & Media

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