Media's new role will be to drive all things "below the line," Summit panelist says.

Peter Gardiner is partner/chief media officer for Deutsch Inc. Dynamic, innovative and decidedly non-traditional in his approach to media buying and planning, Gardiner joined Deutsch in 2000 to further implement media integration throughout all agency disciplines, including interactive, promotion, public relations, and direct marketing. Overseeing media for the entire company, Gardiner and his staff of more than 100 professionals have created intricate, groundbreaking and effective plans for clients including Revlon, Mitsubishi and Snapple, among others.

Gardiner will be joining Lee Doyle, managing partner at Mediaedge:cia at the upcoming iMedia Summit in a discussion led by Advertising Age's Scott Donaton on the new strategic role of media, its potential for changing the advertising business, and whether the current crop of media "strategists" are up to the task.

iMediaConnection: What's easier this year than last?

Gardiner: Interactive is a very inventive area of the business. A lot of vendors, and so on, are trying to find ways to change the business to meet their needs. I think that's a good thing. I'm fortunate in that I work in a place that values online from an ROI standpoint.

iMediaConnection: How does interactive fit in to overall campaigns and plans vs. previous years?

Gardiner: There's more of it every year. For the four and a half years I've been with Deutsch, it has become an extensive, fundamental, strategic part of integrated plans, of whole marketing efforts. It's a big part of what we do.

iMediaConnection: What do you think will be the next big thing?

Gardiner: Broadband video. It already is.

iMediaConnection: What is the new strategic role of media and what's it's potential for changing the advertising business?

Gardiner: The new role for media is that it will be more of a driver of all things "below the line". It will be a connection to PR, content development, events marketing, etc. It will be more holistic, driven by the media spend and connected -- the new model of integrated media.

iMediaConnection: Do you believe the current crop of media strategists are up to the task?

Gardiner: No idea -- I can only speak for what we do. Good, smart media people can help make changes that lead to innovations important to the industry.

iMediaConnection: How is the agency-seller relationship these days? How could it be better?

Gardiner: I won't speak for the rest of industry, but we view each other as partners. You can use a heavy stick, but it's better to trust each other and solve problems than to beat the crud out of each other.

iMediaConnection: What remains the industry’s biggest stumbling block?

Gardiner: Like any new thing, acceptance and change.

iMediaConnection: Without giving too much away, can you give us a sneak peek at what you'll be covering at the summit.

Gardiner: Nope -- it will be a free-flowing conversation.