The long media tail
Are you wagging it or is it wagging you?
Sue Elms
Abstract
The paper will describe the Long Media Tail from the media, consumer and advertiser perspectives - setting the landscape within which brands are seeking to engage people via their communications. It will explore how advertisers approach the challenge of communicating in the modern media environment; highlighting trends in media deployment, the challenges faced in developing engaging campaigns and measuring in market effects and the solutions available. Results will be published from a comparison of television advertisement effectiveness when received on TV screen, via PVR, on Computer screens and mobile handsets.
Sue Elms
Initiative, UK
Sue Elms has 22 years experience in media and consumer research and analytics working with brands such as Unilever, Diageo, Renault, British Gas and AOL to help them understand how to make best use of their media budgets to achieve their brand and communications objectives.
Most of her working life has been at major advertising and media agencies. She began her career in UK media agency Leo Burnett, moving to Lintas and then becoming a founding Board Director of Initiative Media UK. She was soon to take on a wider role within European Operations as Managing Director of IM Technologies, running global research and software development as well as the growing UK Research team.
For a short while Sue left the company to become Chief Executive of SP Consultants, a worldwide specialist software company to help them during a time of rapid expansion and long term business planning.
That done, Sue returned to Initiative Media as a Worldwide Board Director, and launched IM Futures the centre for global research and strategy developments. In 2001, after some years of globe trotting, Sue returned to the UK Advertising community as Managing Director of Carat Insight and a Board Director of Aegis Media.
Sue joined Millward Brown in September 2006 to head the Global Media Practice. Sue is passionate about the power of media communications to build stronger brands and her mission is to ensure that the Millward Brown Group delivers insight and evaluation that supports the best decisions in a more complex modern media world.
Sue has had significant industry involvement with roles as past Chairman of the Media Research Group and memberships of key industry measurement committees for the IPA (PRAG, TRAG, Media Policy Group and Media Appraisals Committee).
She is an expert on understanding consumers for the purposes of marketing and believer in the need for rigorous testing of theories. She is widely accredited (Independent’s panel of future gurus) to have uncovered Generation Jones in the UK – late baby-boomers whose world view straddles the idealism of the Sixties and the materialist pressures of other generations. She also developed Connect 27, a classification of UK mindsets.
Sue is a frequent speaker and chairperson at industry conferences and seminars on a range of media and consumer issues.
She has a BA Hons 2:1 Modern Arts and Postgraduate Marketing (now MB) from Kingston University. She is married with two young children.
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