Advertisers Are Seeking New Ad Model — But Don't Really Know What It Is
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Industry execs hoping for a clear theme to rise from the Year of the Media Review may be doing so in vain. The only clear thing is that marketers want something different. But none of them seems to agree on what that something different isother than “different from what we previously had”which doesn’t exactly provide much guidance for those trying to make sense of the chaos. Do they want rebundling? Unbundling? A completely new model?
The last is one impetus behind Hyundai’s deal with Horizon boss Bill Koenigsberg that creates an entirely new media agency with the automaker’s agency Innocean. The new standalone shop is called Canvas Worldwide because it gives Hyundai a literal blank agency canvas, essentially allowing the shop and automaker to make the rules up as they go along.
Hyundai Motor Group’s U.S. brands, including both Kia Motors America and Hyundai Motor America, which collectively spend nearly $700 million on U.S. measured media, will be Canvas’ first clients. Interpublic Group of Cos.’ Initiative currently handles the media business.
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