Seven goes hard on content and avoids the technicalities
This year was a more low key upfront for Seven, writes TrinityP3’s Stephen Wright. In the latest of his Upfronts series, Wright highlights how the network largely avoided shiny new announcements in favour of highlighting news and sport and the power of that content to drive an emotional connection.
Larry Emdur and Kylie Gillies from Seven's Morning Show brought celebrity to the Seven upfronts stage
Upfronts have traditionally been a showcase for the content, but in recent years media players have sought to use their events to also demonstrate their credentials in the tech and data space.
Yesterday Seven chose to zig where others are zagging, with an upfront focusing almost exclusively on content.
The Seven Network, like Nine, focused the story for marketers and agencies yesterday on its core strength — an emotional connection, enabled by great content, that delivers real performance for brands.
There was barely a mention of retail and “purchase click”. This was a smart move: I mean, why fight on territory where you are at a disadvantage?
