Kristin Hogan is a strategy supervisor at OMD with over 5 years of experience in advertising across various media types and industries. She discusses how media consumption has fragmented across many channels and content options, providing consumers more choice than ever before for accessing things like Game of Thrones. To remain relevant as strategists, they must adapt to changing technology and behaviors, be innovative in non-traditional ways with traditional channels, and pursue delivering the right message at the right time through the right media. Current trends include instant gratification, always being connected through mobile, experience-focused marketing, and a new visual language.

2. Kristin Hogan
• Strategy Supervisor @ OMD
• 5+ years in advertising
• Experience across all media types, with
accounts spanning
– Entertainment
– Travel
– Video Games
– Electronic CPG

3. Media Before You Were Born

4. Media As We Know It Today

5. Fragmentation of Channels & Content
= More Choice Than Ever
I want to watch Game of Thrones…
Live Recorded On Demand
Stream Own Steal

6. Challenge
Consumers Have Pick of the Litter Access

7. Opportunity
Reach consumers across multiple touch points

8. That’s a lot of touch points.
What’s a Strategist to Do?

9. What’s a Strategist to Do?
#1 ADAPT TO STAY RELEVANT
• Pay attention to evolution of technology and
changing consumer behavior

10. What’s a Strategist to Do?
#2 BE INNOVATIVE
• With Traditional Channels, break through in
Non Traditional Ways

11. What’s a Strategist to Do?
#3 PURSUE THE HOLY GRAIL
• Right Time, Right Media, Right Message

12. Looking Ahead…

13. Right Now
Trend #1 - Instant Gratification

14. Right Here
Trend #2 - Always On & Mobile
• x

15. Right for Me
Trend #3 - Experience Focused

16. Right for Me
Trend #4 – New Visual Vernacular
• x

17. THANKS!