NO - Andy Zonfrillo, Exchange director, Mindshare
Do cross-platform sales offerings work? No, not on any scale yet. The biggest hurdle is that media owners, on the whole, are not collaborating with each other on projects because agencies are not giving them the opportunity.
Individual media owners in isolation can't deliver cross-platform campaigns. They have the scale in one media, but rarely have the scale on a second or third platform.
This year, the share of revenue spent on truly cross-platform campaigns will be marginal, less than 5%.
We encourage cross-platform sales, but we need to engineer greater
collaboration between media owners to make it meaningful.
Last year, Mindshare worked with MSN, ITV, Global Radio and News International to deliver a cross-platform campaign for Ford Fiesta. None could deliver the campaign in isolation and each focused on their primary platform offering.
YES - Lucas Brown, Media director, Total Media
As long as there is a matching brief and budget, cross-platform deals are good for many reasons - the synergy they bring to your campaign, the sense of pride you get when you've challenged the norm, a single point of contact to coordinate the activity and the potential for fantastic added value.
More importantly, these deals are seen by clients as proactive planning and if agencies are not prepared to open their eyes to these types of cross- media opportunity, they are likely to miss out, as the deals will be brokered direct with clients.
However, being proactive with a cross-media solution generally requires more time to sell in and evaluate the deal, and rightly so, as they tend not to be straightforward.
It's important, therefore, that the client recognises not only the value of the solution, but also the value of its agency's contribution.
NO - Nick Baughan, Communications planning, business director, Mediaedge:cia
I've never really understood the point of cross-media sales partnerships.
I understand the sell: they allow access to multiple consumer touchpoints across a raft of sympathetically targeted channels. It just seems too much of a coincidence that, out of the thousands of channels available, those that have been conveniently packaged should be exactly the right ones for a given audience, a given message and a given product.
I'm also not convinced about the simplicity of a "one-stop-shop" claim. In my experience, cross-media partnerships can suck the life out of media owners, agencies and clients alike.
Production turf wars, confused measurement metrics and the multiple stakeholders can result in a cross-media campaign that feels like one big compromise. There are case studies that have worked, but they are few and far between.
NO - David Graham, Group digital strategy director, Starcom MediaVest Group
No, in general, but, you can see how this latest proposal might work. As a way of liberating ideas that can transcend traditional media boundaries, there's value in a single/multiple touchpoint solution for a single demograph across different platforms.
Cross-media partnerships can be complicated to pull off, but as technology barriers are broken down and consumers move effortlessly from one media environment to another, the need for brands to be there in a joined-up fashion becomes all the more important.
I wholeheartedly support media owners taking the initiative in this area and I applaud the Screen announcement.
With each component of this three-way combination possessing strong credentials in reaching youth audiences, Screen clearly has a consistent consumer base from which to push off.
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