The following is the second part of i20Events conference and dinner party in Chicago last month. Click here for part I.
Dinner Debate: Television vs. the Internet as a Branding Vehicle
Featuring: Leo Burnett & Zenith vs. Avenue A | Razorfish & Starcom IP
Sponsored by Klipmart
Matt Pasternak of Klipmart opened the session by comparing TV with the Internet. TV, according to their research, is better at generating ad recall but online video is over 3x's better at building brand awareness and over 5x's better at driving purchase intent.
Our moderator, Clive Sirkin, former Managing Director of Leo Burnett and the founder of Plunger, took the stage and introduced the debaters.
"In the blue corner representing Television is:
- Rose Cameron, SVP/Planning Director for Leo Burnett
- Bruce Goerlich, EVP, Director of Strategic Resources, ZenithOptimedia
And, in the red corner representing the Internet is:
- Jeff Marshall, SVP/Managing Director of Starcom IP
- Mark Stephens, VP/General Manager, Avenue A | Razorfish Chicago"
Our debate compared TV versus the Internet as a branding vehicle in today’s marketplace. In the interest of instilling an entertaining discussion, both sides were given strict instructions from i20 to disband any affinity for their opponent’s medium and to argue the superiority of their side only. TV and the Net were compared across four themes: Mindset of the Consumer, Standards & Measurement, Capabilities and Engagement.
Rose and Bruce opened with a tongue and cheek display of brilliance by vehemently crowning TV as the ultimate branding vehicle.
Rose: "What is branding? A creation and maintenance of a product, service or value. A great brand taps into emotion—it taps into a product. Products are made in the factory and brands are made in the mind. Consumers must suspend disbelief."
Bruce: "This medium is television. An emotional medium that stimulates the right brain and engages people on an emotional level. Programming differs throughout the day and weekend, and reflects patterns of life. TV is also validated by the trade which gets excited about television as opposed to the new whoopdedoo Internet banner ad."
Noticing their theatrical opening, Jeff remarked, "It looks like our opponents have gone to the Howard Dean School of debating," referencing an earlier video clip of a very excited Mr. Dean hooting the 50 states one by one.
He then retorted, "The power of the Internet allows you to create an immediate ethnography to understanding consumer's motivations and decide how to tailor your message. Building a brand is a very difficult process. It's about building brand awareness, product knowledge, likeability, and creating experience. The Internet can do everything that all other media vehicles can."
Bruce fired back as he addressed the topic of "Consumer Mindset" in TV versus the Net.
"Television can start a story, create legend, and begin myth. We create the water-cooler conversations. We create the stories and consumers continue the conversation."
Mentioning the water cooler conversation was a mistake. Mark quickly pointed out that the internet is a far superior viral marketing vehicle than any water cooler conversation.
The audience could not stay out of the debate as numerous hands were raised in contention of the television debaters who, although in the Internet lion's den, seem to be the happiest people on earth.
"Do you own Tivo?" rebutted a guest as he shot across the bow of the TV debaters?
Rose replied, "And what percent of the US owns a Tivo right now?"
"What percent will in ten years," the guest replied.
"This is a right now debate. Thank you very much sir," Rose said to the laughter and cheers of the crowd.
On a couple of occasions, however, Rose could not control her true feelings and slipped out of her one sided TV character admitting the strength and power of the Internet and indicated that both she and Bruce had worked on several integrated media campaigns and fully support the strength of the web.
Despite TV's valiant efforts, the audience voted for Mark and Jeff as the winners of i20's Dinner Debate and they took home the DigiAward.
Clive wrapped up the evening. "When two sides start slinging at each other in the 'real world', it is only the industry that gets hurt. We need to alter the built in legacy thinking and processing to affect change and we have a very bright future ahead of us."
i20's upcoming events are on October 20th in New York and November 17th in San Francisco where we will feature,
The Next Big Thing.....Personalization
(How Empowering Brands Win)
Details to follow.
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