Even without coronavirus, it’s been a time of upheaval for media sales, as its role in the advertising ecosystem shifts once again. We asked four leading media and advertising figures from RTL Group to look back at the impact on their industry, how they responded, what they’ve learned and how they plan to stay ahead of the game as we face the challenges to come. Here’s what they told us.
What is the situation in your market?
David Larramendy, Managing Director of M6 Publicité (France):
Matthias Dang, Chief Commercial, Technology & Data Officer, Mediengruppe RTL Deutschland and Managing Director, Ad Alliance (Germany):
Ton Rozestraten, Chief Commercial Officer, Ad Alliance (The Netherlands):
Denis Masquelier, General Manager, IP Belgium (Belgium):
about the future and about
our capability to rectify
What are some key learnings?
Taking things day by day is the right decision. In situations like this, it’s the only thing you can do. There are too many variables; everyday life is unpredictable. Customer behaviour is extremely variable.
Some clients have frozen their budgets or reduced their advertising to zero. Some canny advertisers have repositioned themselves during the crisis and responded with new campaigns. There are also clients who have increased their budgets; seeing the crisis as an opportunity and bolstering their presence