Twentieth century advertising is caricatured as hucksters selling the 30-second TV commercial as a panacea for market obscurity. These days, advertising, experiential marketing, and public relations have taken off in the digital space. Michael Roth, head of Interpublic, says they have made some good investments in digital and social media, besides their early investment in Facebook, and are set to offer the most responsive transmedia campaigns to meet their clients' needs.
How has the advertising industry, formerly dependent on broadcasting, weathered the digital impact and fragmentation of the media market? Just fine, says Michael Roth, head of Interpubic, one of the largest global marketing communications holding companies, in this interview with John Battelle.
As the free web increasingly becomes monetized, Interpubic has been able to work smarter, leveraging technology for client promotion. Benefiting from the precision analytics offered on the web, marketing communications can put together transmedia campaigns that build brand awareness among targeted demographics at the lowest cost to their clients.
Interpublic has acquired and partnered with exciting new social media and also creates its own digital projects. It has been able to strengthen both geographically and in Internet space through strategic acquisitions.
Michael I. Roth is Chairman and CEO of Interpublic (NYSE: IPG), one of the largest holding companies of advertising and marketing services. Prior to serving in his current role, Roth was a member of the company’s Board of Directors. Since assuming leadership of Interpublic in 2005, Roth has righted the company’s financial course and made it an industry leader by defining new models that provide value to clients in a rapidly-changing media and marketing environment.
Roth was Chairman and CEO of The MONY Group Inc., a financial services holding company. Under Roth’s leadership, The MONY Group diversified its business mix, broadened its distribution channels and enhanced its ability to compete in today’s financial services marketplace.
Roth is a member of the Board of Directors for Pitney Bowes Inc., the Ad Council and the Gaylord Entertainment Company. He sits on the Leadership Committee of Lincoln Center for the Performing Arts; the Board of Directors of the Committee to Encourage Corporate Philanthropy and The National Center on Addiction and Substance Abuse at Columbia University (CASA). In addition, he is a Director of The Baruch College Fund, The Partnership for New York City and The Enterprise Foundation. He is also a member of the Business Roundtable.
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