UPDATE VIDEO INTERVIU Jose Antonio Espinoza / Interpublic: Dupa problemele ultimilor ani, situatia va incepe sa se schimbe pe piata de publicitate din regiune in urmatoarele luni sau anul viitor

de Redactia     HotNews.ro
Miercuri, 18 iulie 2012, 15:35 Economie | Media & Publicitate

Jose Antonio Espinoza
Foto: Golin Harris
Situatia pe piata de publicitate din Europa Centrala si de Est "va incepe sa se schimbe in urmatoarele luni sau anul viitor", avand in vedere ca problemele economice din tarile regiunii "nu sunt la fel de profunde ca cele din Europa de Vest", afirma intr-un interviu acordat HotNews.ro Jose Antonio Espinoza, seful celei mai noi retele globale de media, lansata anul acesta de grupul de comunicare Interpublic. Espinoza, Presedinte International la reteaua de media BPN, care s-a lansat joi si in Romania, a discutat online cu cititorii si a vorbit in studioul HotNews.ro despre piata regionala de publicitate.

  • Vezi raspunsurile lui Jose Antonio Espinoza pentru cititorii HotNews.ro in subsolul acestui articol

UPDATE 1 Grupul Interpublic a lansat oficial, joi, pe piata locala cea de-a treia sa retea de media, Brand Programming Network, prin transformarea agentiei Brand Connection - parte a grupului de agentii Lowe - in BPN Romania. Romania este cea de-a patra piata dintr-un total de 20 unde este lansata reteaua BPN, dupa India, Polonia si Danemarca. BPN detine o retea proprie de analiza si masurare a performantelor campaniilor integrate de media, tinand cont de ultimele evolutii ale pietei sub influenta social media si a digitalului.

UPDATE 2
Vezi interviul acordat HotNews.ro de Jose Antonio Espinoza:

Interviu Jose Antonio Espinoza - partea I



Interviu Jose Antonio Espinoza - partea II



Interviul - ideile pe scurt:

  • Despre motivul pentru care Romania se numara printre primele piete unde este lansata noua retea de media a Interpublic, BPN: Inainte de toate, grupul IPG Mediabrands a decis sa inceapa cu Romania pentru ca Romania a fost parte din fundatia asigurata de Brand Connection, agentia locala e parte din grupul de companii Brand Connection. Cand grupul a decis sa lanseze o a treia retea, am decis sa folosim activele care existau deja, iar Brand Connection exista pe 17 piete. Acele agentii sunt rebranduite in BPN. Apoi, mai sunt trei mari piete unde BPN s-a lansat deja - US, India si Danemarca, pentru un total de 20. Agentia romaneasca ramane la fel, pastreaza aceeasi clienti.
  • Am avut experienta scaderii bugetelor in multe piete. Continuam sa oferim clientilor aceleasi servicii, iar in prezent calea suplimentara pentru a maximiza investitiile lor este aceea ca stim mai multe despre consumatori, prin date ce rezulta din social media si digital. (...) Le oferim aceste servicii asa incat ei sa nu-si reduca investitia de marketing.
  • Majoritatea pietelor din Europa Centrala si de Est sunt in aceeasi situatie cu cea a Romaniei. Dar problemele nu sunt la fel de profunde ca cele din Europa de Vest. Este mai degraba o etapa prin care aceste economii trec. Suntem convinsi - si este si obiectivul nostru - ca situatia va incepe sa se schimbe in urmatoarele luni sau anul viitor. De aceea am si luat decizia sa investim acum in relansarea acestei agentii (transformarea Brand Connection in BPN Romania - n.r.).
  • Romania are multe asemanari cu economiile latino-americane. Daca te uiti la acele economii, experientele ultimilor ani au aratat ca exista mereu un echilibru - o tara are probleme economice, alta creste. Un client este mai conservator si-si reduce bugetul, altul isi mentine bugetul, iar altul il creste. (...) Acelasi lucru il vedem si in Romania. Unii clienti isi reduc bugetele, dar nu toti reduc toate bugetele simultan - exista mereu un echilibru. Aici exista mult zgomot, dar in realitate cand mergi la clienti nu toti isi reduc bugetele.
  • Despre cum se suprapun, sub influenta social media, activitatile de media si de relatii publice: PR-ul este un pas foarte important in intregul buget de comunicare. Ce vedem este o mare crestere a publicitatii below-the-line. Ca parte a zgomotului pe care il auziti, ca firmele isi reduc bugetele de publicitate, este faptul ca ele reduc cheltuieli in media traditionale, dar nu se tine cont este ca acei clienti isi cresc investitiile in social media si publicitate below-the-line. Acesta este una dintre marile schimbari care se petrec in peisajul media.
  • Despre rolul agentiei de media cand companiile sunt interesate sa comunice direct cu oamenii, in social media: Acum este cel mai bun moment sa afli cum este vazut produsul tau, prin social media. (...) In social media, afli informatii imediat - poti sa asculti, sa auzi, sa participi la conversatii. Este cea mai buna sursa de informatii pe care poti sa o ai. (...) Ca agentie de media, suntem vehiculul care pune cap la cap ceea ce spun consumatorii si simplificam aceste lucruri pentru clienti. Iei informatii din social media pentru a construi o campanie, un media plan. In acelasi timp, folosesti social media pentru a ajunge la acelasi consumator care vorbea despre tine inainte. Si poti sa le influentezi deciziile sau sa ii inveti despre un produs, invatand din ceea ce spun. E un cerc.

Brand Programming Network este o retea de media lansata in 2012 sub umbrela IPG Mediabrands, parte a grupului Interpublic, ce mai include retele precum Initiative si Universal Media (McCann).

Nota redactiei:

  • Pentru a pastra coerenta si relevanta discutiei, nu vom valida comentariile care nu se refera la temele anuntate, care nu contin intrebari sau care constau in atacuri la persoana.


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1772 vizualizari

  • question (Miercuri, 18 iulie 2012, 16:18)

    Guava [anonim]

    Mr. Espinoza,

    You may know that Romania is in serious domestic political troubles which have prompted European wide criticism and worries about the impact of political struggles on the economy. According to your experience with other markets, how deep can the impact of such problems be on the advertising market and for how long can the effects be felt - if any?

    Thank you
    • r: (Joi, 19 iulie 2012, 12:49)

      Jose Antonio Espinoza [hotnews.ro] i-a raspuns lui Guava

      It is not different from what is happening in some other markets. Not only in Eastern Europe, but also in Latin America. I see a lot of similarities between the problems that you face in Romania and those in Latin America. There are clients that are more conservative and will probably reduce their advertising budgets, but at the same time there are clients that their products require more investment and will increase their budgets, taking advantage of the opportunities that the market offer. For us, in every crisis there is an opportunity. And here in Romania we will help our clients build more effective media plans.
  • intrebare (Miercuri, 18 iulie 2012, 17:05)

    jana morgana [anonim]

    What sense does it make for a major group to launch a new media network considering:

    a. the general tendency both in Romania and abroad is that of market consolidation through M&A (for recent cases see Omnicom in Romania, Dentsu-Aegis worldwide);

    b. more and more companies are opting to deal directly with media owners while dodging agencies?
    • r: (Joi, 19 iulie 2012, 12:57)

      Jose Antonio Espinoza [hotnews.ro] i-a raspuns lui jana morgana

      It makes a lot of sense to launch at this time because companies and clients depend a lot on their media agencies to help them guide on the maximisation of their media plans. Why is that? For example, the agency has a better negotiating power with the media channels than if the client goes by himself.

      The agency also offers a consolidation of services to the client, otherwise the client will have to look and negotiate separately.
  • america latina/europa (Miercuri, 18 iulie 2012, 17:32)

    Dan [anonim]

    Ati fost sef la Mattel America Latina, vad pe Linkedin. Ati trait direct, ca om de marketing, vreo criza economica latino-americana? Puteti face o comparatie intre cum se comportau companiile cand tarile din America Latina erau lovite de criza si cum se comporta companiile europene (inclusiv din Romania, daca stie) in 2012?
    • r: (Joi, 19 iulie 2012, 13:02)

      Jose Antonio Espinoza [hotnews.ro] i-a raspuns lui Dan

      Usually, in Latin America, there is always a crisis in some market. But the crises are always shorter and the recovery faster than in developed markets. I see Romania and some other Eastern European markets behaving more like Latin American economies. The clients know this and they usually maintain their marketing budgets. They might adjust their budgets, but they will not stop their investments because it's important for them to be there.
  • intrebare (Miercuri, 18 iulie 2012, 18:07)

    diana [anonim]

    You probably know a lot about how the other markets, from Europe or US are standing, in terms of media spending.

    1. Is Romania a local potential, or attractive when it comes to media bugdets spent in advertising? Does it justify the presence of a third global network?

    2. Which is the differentiator of this third network you are running?

    thank you
    diana
    • r: (Joi, 19 iulie 2012, 13:08)

      Jose Antonio Espinoza [hotnews.ro] i-a raspuns lui diana

      1. Yes, of course. Remember that in Romania we have Brand Connection and what we are doing is rebrand it, changing the name to Brand Programming Network. They have a selective portfolio of clients that are important in the local market. The presence of Brand Programming Network is justified by the opportunities that IPG Mediabrands group sees in developing the business in Romania.

      2. Our focus will be the brand. The media fragmentation has generated major changes in the media landscape and we have identified that digital and social media are a very relevant source of information. We will integrate the social media and digital insights with traditional media to maximize the client investment and drive the business results.
  • Piata (Miercuri, 18 iulie 2012, 18:49)

    Ilona [anonim]

    Presupunand ca sunteti aici pentru o lansare, credeti ca pe o piata mica, asa cum e Romania, mai e loc pentru o retea internationala de publicitate?
    • r: (Joi, 19 iulie 2012, 13:14)

      Jose Antonio Espinoza [hotnews.ro] i-a raspuns lui Ilona

      The IPG Mediabrands group identified the opportunity to launch a third global media network. In some markets, like Romania, we already had a third agency under the Brand Connection name. In some other markets, like the US, India and Denmark, we started from scratch. In Romania, we are rebranding to become Brand Programming Network with the advantage that now Romania becomes part of a global network, with access to new technologies and more resources. Our objective over the next three years is to be in the top 10 agencies in Romania.
  • Approachment manner (Miercuri, 18 iulie 2012, 19:14)

    Alexander 993344 [anonim]

    In the first place, let's assume that Romania is an immature / not enough developed economy, where major companies are chiefly multinationals and not domestic business. Moreover these major companies are by no means as many as in developed economies from western Europe, or even other CEE countries.

    Furthermore, small and medium enterprises do not understand advertising as an investment but, on the contrary, as an quite useless expense. Hence this segment of companies, which happens to be the largest, does not fit your target, right?

    Consequently, how is your company planning to boost the advertising&marcom market in the future, using the ground of this kind of economy?
    • r: (Joi, 19 iulie 2012, 13:20)

      Jose Antonio Espinoza [hotnews.ro] i-a raspuns lui Alexander 993344

      Actually, the focus of our agency is that we have the adaptability to help local clients offering the proximity to the client of a small agency and the benefit of being part of an international entity. And actually all of our current clients in Romania are local.
  • Prospect (Miercuri, 18 iulie 2012, 19:52)

    John [anonim]

    How much is the crisis in Europe affecting the interest of major corporations in investing - and communicating - more in countries on the Eastern shores, such as Romania? What is your prospect in this regard in mid-2012?
    • r: (Joi, 19 iulie 2012, 13:21)

      Jose Antonio Espinoza [hotnews.ro] i-a raspuns lui John

      We see a big opportunity in Eastern Europe. We just launched BPN this week in Poland in Romania and will launch in Hungary over the next two months, showing the confidence that we have in the CEE economies.
  • q (Joi, 19 iulie 2012, 1:29)

    my name is [anonim]

    What sort of improvement in the media and advertising sector do you see for Romania or the region following the crash of the past several years and when do you expect to see such an improvement?
    • r: (Joi, 19 iulie 2012, 13:26)

      Jose Antonio Espinoza [hotnews.ro] i-a raspuns lui my name is

      We see the integration of traditional media and social media as a way to help optimize the media plans and maximize the clients' budgets. This is driven by the growth of digital and social media and by the increase of involvement of the consumers with the brands. The idea is to influence the consumer behaviour. This is a fact of life that consumers now are having conversations around and about the brands. So we need to consider this when building the media plans.
  • dezvoltare (Joi, 19 iulie 2012, 8:37)

    je m appelle [anonim]

    Din cate vad pe site-ul BPN, cele mai multe dintre tarile unde se lanseaza reteaua sunt in Europa de Est, piete medii sau mici din Europa de Vest si tari din America Latina. De ce au fost alese acestea pentru inceput si ce intentii de dezvoltare aveti aici sau in alte piete?
    • r: (Joi, 19 iulie 2012, 13:32)

      Jose Antonio Espinoza [hotnews.ro] i-a raspuns lui je m appelle

      BPN is born out of existing assets like the Brand Connection agencies that we have in 17 countries around the world. Romania is one of those markets. We have already launched new key markets like US, India and Denmark. As we grow and participate in pitches, we are going to expand to the rest of the world. Brand Connection in Romania was born with the idea to work with local medium and small clients because for us these clients are as important as large clients.
  • Intrebare (Joi, 19 iulie 2012, 12:39)

    sorina [anonim]

    Recentele evenimente din Romania au dus la o inghetare a investitiilor in publicitate. Care ar putea fi argumentele cu care i-am putea convinge pe marii jucatori din piata ca a investi in advertising, chiar si intr-o perioada instabila, este un must?
  • Criza (Joi, 19 iulie 2012, 12:42)

    robert [anonim]

    Care sunt domeniile, idustriile care continua sa investeasca in imagine si promovare, la nivel european si mondial?

    Multumesc
  • Idei noi, clienti 0 (Joi, 19 iulie 2012, 12:45)

    Codrut [anonim]

    In ciuda perioadei dificile pe care o traversam, la nivel european, creativitatea a crescut, iar proiectele de promovare sunt din ce in ce mai interesante si interactive. Cat de deschisi sunt clientii fata de noile metode de promovare? Cat sunt de receptivi sa accepte ceva inovator?
  • Solutions (Joi, 19 iulie 2012, 14:17)

    Anca [anonim]

    What solutions do you have to integrate measurements and analytics for digital with all other media?
    • r: (Joi, 19 iulie 2012, 13:34)

      Jose Antonio Espinoza [hotnews.ro] i-a raspuns lui Anca

      We will maximize internal resources along with digital and social media insights and integrate them with traditional media to provide a more efficient and analytical tool.


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