Digital Knowledge Centre - Thought Leaders
Meet the Digital Thought Leaders
Digital Thought Leaders
We also publish similar insight papers to accompany our own talks, strategy workshops and training events. The aim is to unlock the potential of your team through sharing leading edge insights from people shaping the digital networked economy.
Accessing Digital Thought Leaders
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From March next year, online marketing will come under even greater scrutiny as the UK’s ad watchdog, the Advertising Standards Authority (ASA), extends its remit to cover brand websites and social media activity. As part of our Digital Minds series, Guy Parker, CEO at the ASA, spoke to Netimperative about the challenges of extending the remit, the role of behavioural advertising and the merits of cricket websites...
Former managing director of 24/7 Real Media Pierre Naggar now leads Yahoo!’s direct response operations in the UK. In this interview, he talks to Danny Meadows-Klue about how far we’ve come since the dotcom bubble burst, why ‘last click wins’ metrics are soon to be a thing of the past, and the best ways for advertisers to reach their target audience.
Reuters is the grandfather in the news business. For over 150 years its correspondents have fed media and markets with the essential raw news and data. Over 2500 reporters (and many more stringers and freelancers) ensure whatever happens and whenever it happens, Reuters is there. On the eve of the launch of the new consumer facing Reuters UK website, Danny Meadows-Klue caught up with Tim Faircliff – driver of the Thomson Reuters consumer media brand - to find out what’s driving him.
MSN created the concept of the portal, and with a new man at the helm of their international business, the portal is changing again. Danny Meadows-Klue challenges Geoff Sutton on the future of portals, media, advertising and consumer connections.
Affiliate marketing veteran Todd Crawford helped launched Commission Junction back in 1998. Now the founder of new performance-based ad platform Impact Radius, he talks to Danny Meadows-Klue about the growth of cloud computing, the need for better mobile connectivity and why social media can never fully replace face-to-face meetings.
In this extended interview, former Telegraph Group Managing Director Hugo Drayton talks with Danny Meadows-Klue about the changing business models of online publishers, the weaknesses of the paywall model, his move into the video ad industry a year ago, and why video could be a critical revenue stream for web publishers…
With more than 20 years of advertising and digital experience, Dean Donaldson is passionate about how creative technology is combined with brand messages to engage consumers. Now Director of Digital Experience at EyeBlaster, Dean speaks to Danny Meadows-Klue about intelligent fridges, the failings of CPC and how physical tags could soon be replacing cooki...
Blogging from the North Pole, polar explorer and record-breaker Ben Saunders attracted millions of fans straight away. Using a simple PDA and a satellite phone, he proves the power great content has, and as a one man publishing business he shows how simple web media can be. Danny Meadows-Klue caught up with him in warmer climates to ask about blogs, technology and the role of the web in the most remote place on earth.
Industry veteran Jim Brigden is reknown for taking The Search Works from a £1m to £100m turnover business in just 3 years. Now working at I Spy Marketing, Jim talks to Danny Meadows-Klue about the growth of mobile, why marketers should treasure product reviews and the perils of embarrassing Facebook photos…
What impresses the man in charge of BBC’s worldwide ad sales? As part of our new Digital Minds series, we caught up with Tom Bowman, VP of strategy and operations at BBC Advertising Sales. Here, he talks with Danny Meadows-Klue about the emotional connection we have with mobiles, the possibilities of a Rwandan tech support team and Man City’s chances next season...
What goes on in the mind of a Webby-winning Creative Director? Continuing our new series of interviews with people shaping the digital landscape, we talk to Dave Bedwood, co-founder of creative agency Lean Mean Fighting Machine. Here, Dave talks candidly about how technology can never replace creativity, changing processes in campaign development and being The Beatles of the digital world…
After a decade of anticipation, convergence has brought online video into the mainstream of consumer behaviour. And it’s changed the nature of TV ads by combining the power of video story-telling with the best of targeting and the mass reach of today’s web. Yet many brands have missed web video altogether, and many publishers are so focussed on pay wall revenues of tomorrow, they’ve overlooked video ad revenues of today. As managing director of InSkin Media, Hugo Drayton is at the heart of where video meets the web. Here he talks with Danny Meadows-Klue about innovation, advertisers conservatism, and the false hype of 3D TV.
Welcome to Digital Minds. New for 2010 we’re bringing you regular interviews with people shaping the digital landscape. Justin Cooke founder of web design agency Fortune Cookie, talks with Danny Meadows-Klue about virtual mirrors, new content creation models and the endless possibilities of Facebook advertising.
Welcome to Digital Minds. New for 2010 we’re bringing you regular interviews with people shaping the digital landscape. Duncan Dunlop founded Oodle, the local classifieds search engine that is changing the local marketplace. In this interview he talks with Danny Meadows-Klue about classifieds, Marchex, Facebook and his 6 year old daughter’s internet wizardry.
Bing: Getting you there, faster with Microsoft new search experience
For many firms online marketing only means search. Retailers live and die by their position in the organic search rankings, and fight ever smarter battles in the bid wars for pay-per-click position. Money pouring into search marketing has kept search in pole position, accounting for over half of all the online ad spend in the UK. But now there’s a new kid on the block. So before its official launch in the UK, we caught up with Bing’s marketing manager in London. Cedric Chambaz told Danny Meadows-Klue the story of a new brand, a new approach and the big implications for agencies and advertisers fighting on the frontline in search battles.
CEO Taglab, Author
By day, he’s chief executive of a funky London agency called Taglab. They’re famous for a decade of building websites and online campaigns for global brands. But away from the web, Graham has been developing ideas around a new business principle – Secondomics. Drawing on psychology, biology, economics and game theory, he’s uncovered why often the real winners in the race are not the people who burn all their energy in being first to blaze a new trail, but those guys who coast in second; following the model and using half the effort. There’s certainly nothing of a coaster in Graham, but when he shared an early draft of his next book, we spotted a new Digital Thought Leader. Here’s what he told us…
We caught up with Michael at the Styria Digital Congress in Austria where he was talking about the changing nature of branding. Brandtner is a leading thinker on brand strategy (and lives in Rohrbach, Austria). He’s an Associate of Ries & Ries (www.ries.com) and a vocational lecturer at the Graz University of Applied Sciences (Campus 02). He consults with national and international companies such as Dr. Schwabe, Neuburger, Internorm, Kodak, Müller-Milch, Wagner Pizza/Nestle or Unger Steel. We also enjoyed his book “Brandtner on Branding” that applies Darwin`s theory of evolution to the world of marketing and branding. Beside his consulting work he is a frequent speaker on the topics of branding and positioning. His website: www.michaelbrandtner.com.
UK Sales Director, Facebook
Stephen Haines was appointed Sales Director of Facebook in November 2007, bringing with him more than a decade of sales experience to the team. His skills in both creating and developing profitable commercial relationships are strategic in his role at Facebook.
Prior to starting at Facebook, Stephen spent four years at Yahoo! UK & Ireland as Head of Agency Strategy, generating consistent year on year double digit revenue growth. Having lead large sales teams over the years, Stephen has a wide experience of managing and harnessing the power of teams operationally and commercially and commands huge credibility for troubleshooting both internally and client-side.
Head of Editorial Development, BBC
Pete Clifton, 46, is the BBC’s Head of Editorial Development, Multi-Media Journalism - one of the longest job titles in the organisation which puts him in charge of on demand developments across News, Sport and Weather. Before this he was Head of BBC News Interactive, the department responsible for the main News site, plus news to mobile phones, text on TV, interactive TV and outdoor spaces.
General Manager, Reuters Media
From May 2005 has been general manager for consumer news at Reuters.co.uk, overseeing multimedia services for the internet, interactive TV and mobiles. His role involves product development, third party content deals and sales and marketing.
Mr Faircliff has worked for Telegraph.co.uk for seven years, most recently as general manager. He is also a board member of the Association of Online Publishers (AOP) and the IDM/IAB Digital Marketing Council.
Industry Leader, YouTube
Bruce Daisley really wanted to write sitcoms. Too many hours spent beaming in front of programmes like 'Cheers', 'One Foot in the Grave', and 'Blackadder' gave him a ludicrously happy upbringing. The low standard of most other sitcoms gave him the misguided belief that he could do better.
Parallel with this dream he started his working career in 1993 at Media Sales & Marketing - part of Capital Radio. Shortly later he formed part of the start-up team of Emap On Air, with the ambition to change the way that radio was sold. His subsequent Emap career has been focussed on periods in radio - and five years building internet sales teams.
Alex is a fan of Brands 2.0, eagerly talking about how people value brands and brands value people. Chatting with him at the regional internet congress in Zagreb, his passions about where brands are vs where they should be come through.
Vice-President and General Manager, MySpace Brazil
When we interviewed Emerson Calegaretti in Caracas on the eve of their launch in Venezuela, it was clear why Latin America is so compelling. Social media has been big in Latin America since YouTube opened up the market and showed people how to connect social networks with media assets. The passion and enthusiasm for social networking accelerated early, and the region has some of the highest volumes of social media activity anywhere in the world. MySpace pioneered making personal home pages easy to build and fun to connect through, opening up access to personal publishing and changing the model for consumer engagement with the web. MySpace sets itself out as supporting people’s lives in three ways: self-expression, discovery and connection and the resulting behaviour playing out on their pages typifies the sharable and tearable content of Web 2.0 digital assets.
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Eight years ago Mariate left the world of management consultancy and joined the team of just over a dozen people at MSN in Mexico City. She has played an instrumental role in helping to expand the role of commercial media on the internet in Mexico, growing the scope of online marketing in the country and raising advertiser confidence. Today the team at MSN is over 50 people and the scope of the website is a hundred times greater than back in 2000. Along the way Mariate co-founded the industry trade association and has helped accelerate the migration of marketers’ focus to online. In this interview she talks about the role of reach in media planning, why high-end demographic audiences have switched to the web, and why many brand managers still don’t understand what online is about.
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Polar explorer, Motivational speaker
Ben Saunders is a record-breaking polar explorer and by his own admission an "extreme blogger". From the North Pole he wrote to millions using his blog, a PDA, a matchstick and a satellite phone. While becoming the youngest person in history to walk solo to the North Pole, Ben was able to keep us up to date with the progress.
Blogs are the most diverse of digital publishing platforms. They can be harnessed by anyone, anywhere for almost any publishing reason. Ben's blogs demonstrate their power both to amplify an offline event and to make intimate connections with millions.
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Publishing Director, British Medical Journal
Peter Ashman leads the strategic, commercial and operational development of BMJ Journals and has business responsibility for the Group’s flagship journal, the weekly British Medical Journal (BMJ). He was previously from Nature Publishing Group, where he successfully led the Group's strategic launch into medical publishing. Prior to that, he was publisher of the British Dental Journal and successfully negotiated the acquisition of the British Dental Association's entire journal portfolio. Earlier in his career, Peter worked for The Lancet, both in the UK and North America.
February 2008When it comes to helping businesses accelerate, the web is one of the most powerful of tools. In this discussion, Martin Oxley, CEO of the British Polish Chamber of Commerce, talks with Danny Meadows-Klue about how firms can harness online marketing without breaking their budgets. What puzzles him is why so many international businesses fail to get it right…
Read the discussion and post your questions to Digital’s moderator.
Is the newspaper industry stuck in the wrong advertising model?
Newspapers are still fishing for advertising in the wrong place. That’s the conclusion of newspaper veteran Bob Cauthorn in looking at how the advertising model has failed to adapt in spite of the massive leaps in content. His argument is that hyper-local is the way forward.
Peter’s background includes JWT and WPP, but on the day he set up Oystercatchers we asked him about how the marketing and advertising industry is likely to evolve over the next few years with the growth of digital. He’s clear that the models for reward need to change: “It’s not just about paying for the hours people put in, it’s about rewarding them based on the performance they create. Overall its about working with the right talent; that’s what clients want. This doesn’t mean that you necessarily have a roster of agencies all with the same structure of account directors, creatives and planners”. For Peter, the implication is that the scale of change will be personal and internalised as well as a macro re-structure of how the ad industry works. “This probably means more plural lives for individuals, potentially a growth in the freelance market, and a more flexible and fluid marketing industry. Maybe this means a smaller industry, with people paid better, and a greater search for the link between investment and effectiveness.
Country director for advertiser sales, Google UK
It’s been another amazing month or two for the folks at Google as it emerged in the UK they had topped ITV1 in revenues, as well as plucking the prize for world’s most recognised brand, and now one of the US top five firms by market cap. Google’s Matt Brittin is clear that the market is still changing fast and so is marketing. In this type of world why would we even talk about targeting a demographic. With search taking over 8% of all UK adspend, it’s well established as a media channel in its own right, and yet the pace of development remains daunting.
Talking about the changes in the advertising industry, Matthew Mayes is clear that this “calls for a different form of advertising to populate this new space. People choosing to spend lots more time in this landscape.” On the changes in channels Mays may be a digital evangelist, but is no advocate of analogue rejection: “Newspaper and TV brands have a great future, they’ve just going to be watched and read very differently”. However Mayes is convinced that all is not well in the model of how advertising is created. Is ‘the big idea’ happening in the wrong place? “Why do you try to define the ‘big idea’ in the least important channel? This means you have to force it below the line and the model doesn’t necessarily work?”
Smart digital marketing by reaching customers online
Over the last few weeks we’ve been preparing a new edition of the Digital Viral Marketing Academy; one focussed on the entertainment sector and in particular the challenges facing book publishers. Along the way I’ve learned heaps about how Harry Potter fans used their own magic on the web, how political diarists levered their influence and how unknown authors have shot to stardom. The folks at Book-Trailers.net have begun exploring Hollywood-style approach to selling movies, authors are now buying into creating their own sites, and Penguin Classics have created the cutest RSS buttons imaginable.
While ambling between the sites of the big sisters of publishing, I was lucky enough to stumble into the home of tiny Snowbooks, and find a small publisher that’s pulled off some big web coups.
UK CEO, Wikimedia
Digital Thought Leaders | By Danny Meadows-Klue
The Wikipedia model has revolutionised knowledge classification and the linkages between content. Google pretty much anything and chances are that a wiki listing will be bubbling up on the results page. Clearly Wikipedia will remain a permanent fixture of the landscape, and we should all cherish the fact it’s a foundation. “But the problem with Wikipedia is that it only works in practice, in theory it would never work”, explains Alison Wheeler, Wikimedia’s UK chief executive. It’s a conundrum: after all, why should people want to dedicate their time to updating and managing entries on a public encyclopaedia?
Making sense of the ad opportunity today
The recent press and debate about what and how we measure in the online landscape have been particularly welcoming to me. The recent furore around the ‘death of the page view’ certainly seems to have put the publishing and ad worlds in a collective spin. The metric that has been held, dearly or not, as the most relevant gauge of the advertising opportunity online has come under threat - and everyone is scrambling to make sense of what happens now. The other issue that has thrust measurement science into the spotlight concerns the debate between the Telegraph and the Guardian about the former’s claim to being “Britain’s number one quality newspaper web site.”
Author and President of Crayon
Joseph Jaffe is a passionate digital marketing thinker who puts massive energy into transforming traditional and new businesses. He feels that the whole marketing process needs a rebuild to capture the changes in consumer attitudes and online challenges for brands. In his ten points about the dramatic shift in the relations between consumers and marketers he indicates a path businesses should take.
CEO Biotics International
Joel de Rosnay is the rare visionary who uncloaks the future with the richest of insights. He describes the internet as a relationship technology and is fascinated by the new structures of relationships that are emerging. His books chart the history and the future of our relationships with technology and the Agor Vox online newspaper he helped build in France has pioneered the publishing models of citizen journalism. While the media industry is focussed on Web 2.0, he’s unravelling Web 3.0.
Simon Caulkin in his weekly column for The Observer on 26th November 2006 summed up one of the fundamental drivers of current web innovation:
"It's not established companies that have pioneered the key businesses of the second-generation internet but geeks and customers who scorn the commercial offerings pushed at them by industry leaders and instead create new ones to meet quite different demands of interchange and self-expression."
Head of News Interactive, BBC.co.uk
Pete Clifton heads the largest online news operation in the world. BBC News Interactive enjoys the support of a worldwide network of correspondents and the incredible BBC editorial machine. Already the site tops 4 million unique viewers a day, but now they are changing their publishing model to embrace convergence and user generated content. With the BBC's behaviour able to influence the UK online media market, all eyes are on London's White City to see how the new services perform.
General Manager for Digital Media, Elle.fr
For sixty years Elle's magazines have been media icons. With a new enthusiasm they're embracing the web, and they're taking on board the new models of publishing. With 39 editions and 20 websites, Clement's brands have come a long way from a single media proposition. But only continued innovation will let them succeed in an increasingly challenging online market.
The veteran business columnist's remarks echo those in a recent post from VC and entrepreneur Joi Ito:
"I personally think that people are trying to build Bubble 2.0 on top of Web 2.0. Instead of becoming a platform for the future of the Web, it's possible that Web 2.0 is becoming the platform for the short-term future of greedy people. However, I do think that it is important to understand that the recent success and surge in innovation on the Web is due to a semi-new set of principles. Part of the principles are a return to fundamental principles. The innovation on the Web and the Internet is driven by what David Weinberger has called "Small Pieces Loosely Joined" - a network created by small groups working together around open standards. It is and was a community of people and projects trying to connect to each other."
Vince Broady is a legend in the world of online game playing. He set up the GameSpot.com network ten years ago that unites computer games fans worldwide. We caught up with him in London at the launch of their UK site and discovered how the early adopters in the online games industry are setting a blueprint for much wider digital publishing and marketing.
CEO Target Marketing
Jim Sterne has been exploring online marketing for more than a decade. His new-found passion for web optimization has seen him dubbed "the godfather of web analytics". Now he's on a crusade for effective web marketing that delves into the heart of the firm itself. Analytics unlock the full benefits from all existing website investment, yet many businesses are only scratching the surface, and most are yet to start.
CEO 24/7 RealMedia
Christopher Wagner, CEO of 24/7 Real Media Europe, talks about the keys
industry needs to use to unlock the next wave of client investment. Since
taking the helm of their European operations in 2001, he has been pushing
hard to help clients discover what these new technologies can deliver for
their business, and also to ensure industry can deliver on its promise of
Founder & CEO Zopa.com
In the mid nineties, a small group of people transformed the face of British banking. Led by Richard Duvall they created a new brand, a new image and a new attitude. The new bank was Egg - the first mainstream online bank of the digital networked economy. Richard is still in finance and still online, but this time creating a lending exchange. Zopa - the 'eBay for money' - is ripping up the banking rulebook and could mark the start of a new era in personal finance.
Director General of the European Association of Communications Agencies (EACA)
Dominic Lyle has a unique view of the European landscape. The European Association of Communications Agencies represents agency associations across the continent, and in every market the role of the web is rising dramatically. In a time of such rapid change, Lyle argues that the industry needs to look to the long term to maintain the right framework for growth.
Craig Newmark set up his list of local web listings in San Francisco in 1995. Run from the his garage on shoestring budgets, CraigsList is the story of a dotcom success that has spawned offshoots in 175 cities across 35 countries, and audience traffic that matches Amazon. It's left regional newspaper executives reeling, and forced many analysts to question the future of local press.
CEO and Chief Yahoo!
Founder of Yahoo! Jerry Yang is explosively upbeat from the moment you meet him. The enthusiasm that started on a tiny scale at Stamford still shines through, and though Yahoo! is morphing into a new animal, broader than search and mail, it’s transition to a media brand is one that he has been a champion of. “We’re approaching 500m people on the internet now and the future that we use to talk about is here. What’s strange is that its happened so quietly,” he muses, no doubt nursing the wounds of investor confidence collapse in the previous few years.
In times of huge economic and technical change, knowledge becomes a critical success factor. We created the Digital Thought Leaders interviews to bring you closer to people and brands shaping the digital networked economy.
They are based on private interviews or lectures we've participated in, and are published monthly. We also publish similar insight papers to accompany our own talks and training workshops, to unlock the potential of your team.
Digital Thought Leaders are published monthly and summaries are sent to our clients. If you're not yet a client, we may be able to give you free access for a couple of editions. Just tell us a little about yourself and your firm, and why you'd like us to give you our research.
Danny has been a researcher and commentator in the digital networked industries since 1995. He managed the UK's first online newspaper and has helped run web businesses ranging from mass market portals and consumer magazines, to online stores, search and email services. Among his industry roles he is the co-founder and former chairman of the UK and European Internet and Interactive Advertising Bureau, and has been lecturing on digital marketing for more than a decade. He set up Digital Strategy Consulting in 2000 to help firms get the most from the digital networked economy.