This article was originally published on HORIZONT, an excerpt translated to English below.
There are few German managers who have global responsibility at a top company. Florian Adamski is one of them. As Worldwide CEO of OMD, he is one of the most influential media executives in the world. At the HORIZONT Congress (which took place on October 13th-14th) Adamski took to the main stage to assess the developments in the global media industry- and provided insights for the events’ German representatives.
Adamski spoke on how markets have adapted to digitization in the wake of the pandemic, with a focus on how gaming and streaming will continue to gain importance to deliver the best solutions for clients. He mentioned how, in addition to well-known forms of advertising such as product placement – which, according to Adamski, may be on the verge of a rebirth in the streaming age – it is also important to find new forms of advertising and bring them to the market.
He also discussed how the near-end of third-party cookies is a no cause for concern. “From a media perspective, this is an incredible improvement. Because agencies would then need to concentrate on their strengths as consultants and push the basics such as advertising effectiveness and context planning more strongly. It’s a good change for agencies,” said Adamski.
HORIZONT’s annual Congress brings together Germany’s most senior marketers for in-depth insights on shaping the future of marketing and media.