Televisual revolution needs strong leader

If digital TV is a revolution in TV viewing then the question at the conference is, who is going to lead it? Big spending advertisers, media, or advertising agencies? During the conference I got the impression that we were all on different sides, pointing at each other to go first.

Advertisers need to develop a stance on this kind of media, but we need clearer direction from our media specialists.

There was also an interesting jockeying for position between the advertising and media agencies, each wanting to be seen as having the better route map through the digital landscape. The way seems to be open for either of them to dominate since this is new territory, and success will come down to the quality of ideas each puts forward.

For us at Walkers, media is only a part of our business. We conduct 9 million transactions a day and it is maintaining and improving these which dominates our time. What I am concerned with is getting my staff to find innovative ways of encouraging people to snack. We should not get caught up in stale arguments about marketing or media efficiency instead. It is judgment rather than numbers which matters most.

The conference was full of speculation, but I would have liked to have heard a bit more about penetration rates of the various elements of new media so far, and what can be drawn from this. Instead, we tended to get people from various industries banging the drum for their area of the market. A little more rigorous examination of the issues was needed.

This is because the stakes are so high. Are we on the cusp of a revolution? I think so. The key issue which everyone has to respond to is that people are living in an ever more individualistic and casual manner. We have to crack that issue and still find ways to talk to people. Communication will become more difficult rather than less.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here