Media Mayhem: Michael Stephenson – ‘I don’t think there is turbulent times’
A discussion of diabolical challenges and bold solutions for our industry.
These are interesting times, and the challenges faced by Australian marketing and media are frequently diabolical. There is always opportunity in a crisis, but rarely a single solution that is easy to see. Many are worried, searching for answers and seeking the guidance of our best thinkers. At Mumbrella, we interview industry leaders to understand their insights, learn how they handle the challenges, and structure for the future. We hope this can help our industry trade through the storms and reach the best global standards. The point is to engage in expert discussion to inspire us all.
In this week’s Media Mayhem, we chat with Nine’s chief sales officer, Michael Stephenson.
How is the operating environment impacting your team, clients and partners?
There’s no doubt that there has been a tough economic environment, and consumer and business confidence has been low.
But when I look at the listed companies and how they’re performing, a lot of brands are actually performing quite well. So I take heart in that. It’s not lost on me for one second that marketers, in particular, are being asked to do a lot more with a little bit less.
So, the opportunity for them and for us is to work more closely together to take advantage of all of the opportunities that exist, I would say, in proven media businesses that are full-funnelling execution, awareness, consideration, and conversion to help them deliver better results. That’s the only way that you get out of this. You can’t spend all of your time at the bottom of the funnel in performance-based channels.
