Turning Risk Into Potential with Brett Whelan, Head of Partnerships, West, Initiative

Posted 4 months ago by Turning Risk Into Potential with Brett Whelan, Head of Partnerships, West, Initiative

The role of the TV buyer used to be all about getting the best price, negotiating the CPM, and getting the right program and positioning. While that’s still the case, Brett Whelan makes the point that a big part of the agency role has evolved into being educators, subject matters experts, and constantly keeping pace with all the changes, tech capabilities, and players in the space and how they overlap or differ from each other. TV as part of a marketer’s tool box and a driving piece of the traditional media plan has expanded significantly in terms of turning a one-way communication tool into something even more powerful by leveraging data, targeting, and unprecedented interactivity with the consumer. In a very short amount of time, we’ve gone from the “known” to the “new and different” and there’s a lot of potential there, but there’s also risk.