A panel discusses the intricacies of developing these deals at a recent agency summit in La Quinta, CA.

Packaging integrated content deals is harder than it sounds, especially in today's dynamic marketplace with companies and consumers quickly changing directions.

If we set a goal for an integrated package to capture more share of the total budget, what are the components that we can change to ensure we reach that goal?

Universal's Brian Monahan says, "the structure and fractured agendas of the participants are hurdles, but the whole discussion starts and stops with topic number one: creating brand experiences that meaningfully deliver against a brand's objectives."

In today's session, panelists address the following topics:

• Many executives claim that packaging integrated content deals works best when they start with the idea and build backwards. But what is the intangible that makes an idea worth pursuing and executing? If you start with the big idea, is it then possible to bring together different media players in the various media involved if those players are owned by different companies?
  
  
• If the following mathematical definitions hold true: a) In a media bundle, $2 of one medium + $2 of another medium = $3 in media spending; b) In a marketing package, $2 of one medium + $2 of another medium + a defining idea = $5 in media spending; then how often do we end up with a bundle, and how often do we end up with a market package?
  
  
• Sellers and clients complain that one of the biggest impediments to making packaged deals happen is the agencies' vertical alignment by media type. How do we resolve this? Can we use agency compensation structure or creating a "lead agency" for the project?
  
  
• When a multimedia deal is developed for a single publisher, do we still need to show specific media savings or is the strategic value of the total package enough?
  
  
• What is the single biggest driver of a valuable deal? What is the single biggest killer of a valuable deal?
  
  
• What do successful deals always include? Why do certain deals always seem to fail?

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Presenters:
Jon Raj, director of advertising, Visa
John Vail, director, digital media & marketing, Pepsi-Cola North America
Scot McLernon, senior vice president, ad sales, CBS Digital Media
Brian Monahan, vice president, group communication director, Universal McCann

Moderator:
Doug Weaver, president, Upstream Group

Format:
44:54, 41.1 MB, MP3