Mariano Román and Ignacio Vidaguren, IMS CCO and COO respectively, highlighted the positive results of the first IMS Executive Program at the Stanford Graduate School of Business, which brought together some of the most important media executives from Latin America.
Innovation, organizational change, strategies to exploit the opportunities presented by new media, and alternatives for creating value and differentiation in a market that is increasingly characterized by price competition were some of the themes discussed at the IMS Executive Program at the Stanford Graduate School of Business, attended by 60 major Latin American media executives. According to Mariano Román, CCO of IMS, the agency’s intention was to act as a facilitator for the industry’s key players to become “innovation drivers” and offer better solutions to their clients.
“Innovation is the means, not the end,” pointed out the executive, who added that this is a fundamental variable in reversing the tendency to convert the media sector into a commodities market, where competition is governed only by prices. Furthermore, he added, it is necessary to “bridge the gap between platforms that consumers use and places where brands invest” and in that sense, it is essential that agencies “push for innovative solutions for their customers.”
During the activities of September 18-22 at the Stanford Graduate School of Business, participants not only had access to conferences on strategies for organizational change and creative perspectives offered by distinguished professors from the university; they also saw presentations led by executives of leading online media companies such as Netflix, FourSquare, Facebook, and Twitter. Ignacio Vidaguren, IMS COO, explained, “We wanted to show participants some concrete examples of how people willing to take risks and be innovative have been able to create very interesting solutions that, in many cases, are within their customers’ demands for advertising.”
Vidaguren also added that IMS intends to continue organizing these kinds of activities, which he considers vital to the evolution of the industry and which continue to position IMS as an agent of change and an innovation engine for the Latin American media market.
With 60 executives present from leading companies such as Starcom, Havas Digital, MEC, MediaCom, Mindshare, Initiative, and Omnicom Media Group, the first IMS Executive Program at Stanford Graduate School of Business was an ideal opportunity for Latin American media representatives to gain access to tools that will help them continue to set the pace of innovation at the regional level. It was also an important opportunity, with all the leading executives of Latin American media gathered in a single place, for networking and strengthening the development of common projects.