The 50th edition of Fibep's World Media Intelligence was a highly interesting, diversified and complete congress. 3 days of networking, presentations and so many opportunities to deepen skills and knowledge in the media monitoring and media intelligence global market.
FIBEP through the conferences that organizes since 1968 offers this great opportunity to all of its members. To stay on top of the change in a market that is rapidly globalizing. Social media and digitalisation are speeding up this process in so many ways. Therefore, the rising value of data for so many successful businesses attracted a great deal of attention to this Congress.
Media monitoring and media intelligence are indeed very interesting industries for their use and management of the big data. Moreover, if we consider the mix of traditional, digital and social media, we are talking about data with a great value and impact for any company.
We had the opportunity to listen to thrilling presentations about new technological solutions, data visualization, design thinking, mergers and acquisitions in the sector, copyright and best practices. This will surely inspire all the participants for the coming months.
In addition to the very interesting program, we had the chance to interview seven industry leaders and collected their answers. Laura Garcia, President of FIBEP and CEO at Global News, Mazen Nahawi, CEO and Founder at Carma, Oresti Patricios, CEO at Ornico Group, Annele Jokelainen, CEO at Meedius International, Joachim Von Beust, President of Auxipress, Florian Lazlo, Secretary General of Fibep and CEO at Observer, Alessandro Cederle, CEO at L’Eco della Stampa.
How do you think MMo’s services will change in the next 2 to 5 years?
Oresti Patricios, FIBEP Vice President and CEO at Ornico Group: I would not be in this business if I would not think that there is an opportunity in the next 3 to 5 years. However, we need to evolve.
We need to understand the customer journey, not only from a communication and from a marketing perspective. We need to consider the customer journey of CEOs and data people.
Joachim von Beust, President at Auxipress: Our services will have to go to the point and be the most direct possible, in order for the client to see quickly the utility of our services. Our services will be more precise, more accurate and focused on analytics.
We will work in partnerships with our clients, side by side in a consultancy direction. Our insights will be strategic. Monitoring will become less interesting as a general service itself. It will not be anymore the base of our relation with the clients but rather a precise problem to solve with him. So more precise solutions, clear solutions and to the point.
What is the main advantage of a family company and what can be a disadvantage of the family environment at work?
Annele Jokelainen – CEO at Meedius International: Trust probably is the best thing of all family companies. In every family, there might be very outspoken people that say things straight to the point. This may cause clashes, but it might be as well positive in many ways. The disadvantage of a family company can be the risk of becoming lazy and interrupt the innovation process.
What do you think of the acquisition model presented by many speakers during the conference? Is it better instead to focus all energies into your own business?
Florian Lazlo, Fibep General Secretary and CEO at Observer: My personal opinion is that there is not one single way to go. Of course, you need to improve your business. Nevertheless, you also need to do acquisition if you want to improve and become bigger.
Clients tend to stick to their provider for the media monitoring and media intelligence. They do not want to change their provider so definitely the acquisition model is a good way to scale the business.
Do you see this latest handing of the FIBEP presidency between two business women as a good sign for the information world?
Laura Garcia, FIBEP President and CEO at Global News: It is an amazing opportunity. I am a woman who loves to be a woman, empowering young women. Johna Burke is the former president of the FIBEP and she will be representing FIBEP inside AMEC.
Many FIBEP companies are inside AMEC too, so we have a good conversation and understanding with each other. A great opportunity to open again the debate on which kind of relation we should have. I want to be collaborative, as I do not see any benefits of being competitors.
FIBEP is now more mature and I believe we can bring this debate to the members with a different formula from the past.
Where are the growth opportunities for the media intelligence and media monitoring industries?
Mazen Nahawi, CEO at Carma International: Low value and low cost data will increase the convergence to high value insights. Companies that will do this in the correct way will definitely have more chance to expand.
Internationalizing the insights will be extremely important to broaden the number of customers you can talk to.
Investing in the new range of mobility and visualization, to give people more control of their data.
Alessandro Cederle, CEO at L’Eco della Stampa: The fast change of the latest year will start speeding up even more.
Technology will be more relevant and the qualities needed to be in the industry will rise to new level: I see data scientists and data visualization experts as the next key positions in the future.
Our biggest challenge will be the extension of our target alongside with the traditional PR to include the Marcom world.
Happy and proud to be part of such a dynamic work ecosystem that the media monitoring and analysis is, and glad to have the chance to work in a family company, we travelled back home our heads full of challenges and new perspectives, in addition to optimistic ambitions towards our media intelligence industry filled our minds with many projects and discussions topics to discuss during the upcoming months. We will, of course, keep you posted of our new projects. Stay tuned!
The Authors of the article, Pietro Biglia (L’Eco della Stampa) and Lisa von Beust (Auxipress)