Initiative's Kristian Magel says TV and digital were made for each other. So why are the two still divided at so many companies?
In this insightful clip, Kristian Magel, EVP, director national broadcast, at Initiative U.S., brings a new perspective to the TV vs. digital debate. Use the soundbite list below to navigate the video.
"Television is a gigantic medium...but there's a lot of waste there."
- Kristian Magel
0:00 - "Television creates a prompt...then digital is sitting there with a catcher's mitt."
1:30 - "Television is a gigantic medium...but there's a lot of waste there."
1:45 - Should big brands be training consumers to embrace new technologies?
3:34 - How important is it for a brand to be everywhere?
5:00 - Who won't benefit from a digital-everywhere strategy?
5:52 - "The biggest challenge we're facing is integration."
6:50 - How do you get everyone playing from the same playbook?
8:30 - It boils down to leadership and client relationships.
Kristian (Kris) Magel serves as EVP, director national broadcast, for Initiative, one of the Interpublic Group's two worldwide media networks and part of the company's Mediabrands unit. He is responsible for overseeing all national negotiations and related activities for the agency's major television marketing clients including Hyundai, Kia, Dr. Pepper Snapple Group, Miller Coors, Lionsgate, USAA, Hasbro Toys, Vizio, Ameriprise, Kao Brands, Victoria Secret, PETCO, and Nikon. Prior to joining Initiative in 2007, Magel held the position of SVP, national broadcast at Zenith, where he created a fully integrated buying unit for Maybelline/Garnier that recognized early on the value of digital media working in conjunction with television. The group had the versatility to build custom 360-degree partnerships across multiple platforms, including the negotiation of digital extensions and other emerging media venues. This strategic activation approach was a key factor in him being named a 2007 "Media All-Star" by Mediaweek. Prior to Zenith, Magel worked at Optimedia in a variety of roles of increasing responsibility, including SVP, national broadcast, where he managed clients including T-Mobile, Whirlpool, BMW, New York Life Insurance, and Dreyfus. He also worked for DeWitt Media handling TV and radio accounts including Discovery Networks, Reebok, and Lexmark. A veteran with nearly two decades of experience in the media business, Magel has proven himself a formidable negotiator who has earned the respect of networks for both his analytical approach to the marketplace and his passionate representation of clients.
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