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The message is clear: as audiences adapt the ways they watch and listen, and advertisers evolve their own strategies for communicating with consumers, television and radio broadcasters – and the sales houses that represent them – are stepping up to the plate and delivering real change.
Thought leaders and decision-makers from the broadcast advertising industry recently gathered in Stockholm for egta’s CEO & Top Executives Summit, at the invitation of TV4, to talk about change: the implications of change, how to adapt to a changing environment and the big ideas that will drive positive change.
Powerful storytelling, smart coopetition and effective communication will unlock growth for all
Key messages delivered by industry leaders from across Europe and the Americas over the two-day event include:
A new egta presidency begins
The occasion marked the transfer of egta’s presidency, with outgoing incumbent Jan Isenbart, Chief Research Officer – AS&S (Germany), handing leadership of the association to Fabrice Mollier, President – TF1 Distribution.
“In these ‘post-factual’ times, TV and radio continue to deliver brand-safe quality programs on a daily basis to mass audiences measured transparently by Joint Industry Committees and with a proven track record of payback on marketing investments.
Both digital challenges and opportunities are abundant, but they also seem to come for the price of unprecedented intransparency and ballyhoo. Thus, our industry is in danger of decoupling data from facts, consumers from their true beliefs and behaviour, and efficiency from effectiveness. With our incoming President Fabrice Mollier, egta will continue to cut through this underwood and speak with a strong voice for radio and TV sales houses in Europe and beyond”, said Jan Isenbart, Outgoing President, egta & Chief Research Officer, AS&S (Germany).
“TV and radio enter a new era of transformation, as technology and consumer usage generate new opportunities. Beyond the incomparable reach and safety they provide to brands, new research proves their efficiency on sales and image. After two years of growth under the outstanding presidency of Jan Isenbart, egta now brings together more than 140 members from 40 countries. In a worldwide and digital competition landscape, egta will now enhance its role of bringing the members together and contribute to build new narrative and share new tools and research. Our goal: more cooperation, more egta, to serve our members’ business”, said Fabrice Mollier Incoming President, egta & President,TF1 Distribution (France).