CANNES - In a one-to-one video chat along the Croisette, MediaCom
Worldwide COO Toby Jenner tries to clear the cloud over the current
spate of global pitches and discusses what system orchestration
means for clients.
Key takeaways from Jenner:
The current 'pitch situation' in the US where Jenner is
based now, is a once-in-a-lifetime, unique and unprecedented event.
It won't be seen again in another 15 or even 20 years, he said.
This will see a potential redistribution of US$25 billion of
spending activity in one single market. Why? Though
there is no single answer, as we previously
reported, Jenner feels that technology plays a role in
clients wanting to understand the best offer in that space. Tech
companies being the new power broker between platforms and clients
is not an either-or 'binary' threat for media agencies, because of
their storytelling abilities.
The most successful companies in the world, like Uber,
Airbnb and Facebook are utilising what Jenner calls system
orchestration or network orchestration. Clients will see that it is
not in their best commercial interests to be bringing things
in-house. The investment, for one single discrete advertiser, that
goes into producing and developing these platforms is not
From a product perspective, it is a matter of time before we see
effective work from China awarded in the Media category at Cannes
Lions. Great work is done by great talent, but China has not got
its talent right. Also, the type of work that wins at Cannes isn't
the type of work that is bought and signed off by clients in China,
To read the full article and to watch the 1-2-1 chat with Toby
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