Tuesday, 11 October 2016

Debbie Klein

Who is Debbie Klein?
The CEO of Engine, a media company that covers digital communications, advertising, direct marketing, data, public relations, brand consultancy and sponsorship. She was a founding partner in the buyout of WCRS in 2004 that eventually led to the creation of the Engine Group. 

What has she achieved?

She took charge of WCRS a year later, and ran the agency for three years before moving on to become Chief Executive of Engine Europe in June 2008. During this time she has welcomed a number of new companies into the group, with head count now numbering more than 850 in the UK alone. They have produced campaigns for a wide range of companies and organisations including Sky, Nestle, Coca-Cola, Warburtons, Unilever, Toshiba, Lexus and The Royal Navy.

What are her views on the impact of NDM on advertising?
She says that The last twenty years have been an challenging time for the media industry because of the emergence of the world wide web, the linking of the every home, and then every mobile phone – and now every TV and car – to the internet, and of course the rise of social media, turning everyone into publishers and creators.


What percentage of the advertising industry is female?
There are very few female creative directors making the adverts that women see. In 2008, just 3.6% of the world’s creative directors were female. Since then it has tripled to 11%; in London.  91% of female consumers feel advertisers don’t understand them. Seven in 10 women go further to say they feel “alienated” by advertising. Men overwhelmingly dominate creative departments and their output, which can’t be good for creativity, audiences or the way adland solves business issues.

What percentage of the advertising industry is an ethnic minority?
Actors from black, Asian or other ethnic minority groups appeared in only 5% of the almost 35,000 TV ads screened in the UK last year, according to a report. 

Who are millenials?
In October 2004, researchers Neil Howe and William Strauss called Millennials "the next great generation," which is funny. They define the group as "as those born in 1982 and approximately the 20 years thereafter." 

Why are they hard to reach for advertisers?
 Millennials are a big and extremely lucrative market, representing one fourth of the entire US population and over $200 billion in spending power.
The bad news is that it’s hard to get millennials’ attention, and traditional advertising no longer works on this generation due to the advances of technology.
What is your favourite online advertising campaign? Why?
My favourite online advertising campaign is Buzzfeed as it is interesting and also mentions celebrity gossip. Furthermore, it is acessible easily on snapchat which I use often.

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