As the summer months quickly approach and our series of egtabites takes a well-deserved break until September, we are happy to put the spotlight on egta’s newly-elected President.
The Statutory session at egta’s CEOs & Top Execs’ Summit on 9-10 June, marked the transfer of egta’s presidency, with outgoing President Laurent Bliaut, Deputy General Director, Marketing, Strategy & Innovation at TF1 PUB, handing leadership of the association to Walter Zinggl, Chief Executive Officer, IP Österreich.
The entire egta team would like to warmly thank Laurent for all his work during his presidency and the many outstanding initiatives and events we had the opportunity to work on together. Especially during this demanding period impacted by the pandemic.
Walter was kind enough to share his thoughts on egta, his presidency, and the future of our industry in the years to come in a short interview.
Can you tell us what made you decide to run for egta President?
Since 2002 – only interrupted by three years between 2010 and 2013, when I was at the head of Maxus Austria – I have had the distinct honour of serving on egta’s Board.
Having been in the communications industry since 1981, I felt I could contribute to the association by bringing my experience and know-how to the Board. On top: I love the egta spirit, and even more, adore being part of it! To be elected by valued sales house colleagues from 43 countries and 163 organisations around the world is both flattering and a real challenge.
After the tumultuous period of Covid-19 and in a rapidly-changing global advertising market, I’m more convinced than ever of the vital role of our association.
What are your short and medium-term priorities as a broadcaster and as the association’s President?
I will endeavour to help shape the current topics in the global discussion between clients, agencies and media representatives at all levels: measurement solutions, brand safety, challenges faced by individual channels and even more so those faced specifically by radio and TV sales houses.
What do you think are the biggest challenges and opportunities for our industry in the next few years?
We must remember that our GRPs and the media value they bring are precious: sales houses have what the markets want – the only thing to agree on is the price. But negotiating is part of the game, and we are used to it.
Our members with their local knowledge are also better equipped to respond to changes in the market, than any of the GAFAs. With video in our DNA, we are in the perfect position to navigate the linear/non-linear landscape, adapting our portfolio to meet national and international demands. But it requires hard work and we need to prove ourselves every single day.
To become increasingly successful, sales houses should share know-how and intensify their positioning vis-à-vis the global players. The help of national trade associations can be valuable here, as well as the vital role that The Global TV Group plays, with egta as its coordinator.
And the association should also become the logical discussion partner for all agency associations, advertisers’ associations and cross-national legal institutions. Sharing insights across the industry and continents remains vital.
What message would you like to share with egta’s members?
The future is always unknown, so the best way to predict it is to create it. But don’t forget to have fun along the way!
OTHER CASE STUDIES
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ESTRELLA AND NETFLIX’S NEW YEAR’S HEIST CAMPAIGN ON ATRESMEDIA
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ITV’S GEN AI SOLUTION HELPS BOOST TV ADVERTISING AND SMALL BUSINESS GROWTH
18. 10. 2024In September 2024, ITV launched an innovative solution aimed at making TV advertising more accessible to small and medium-sized enterprises (SMEs). By leveraging the power of Generative AI (GenAI), ITV is expanding its commercial creative production services to remove the perceived barriers associated with the cost of making ads for TV. This innovation allows new-to-TV… Continue reading EGTABITE 391: AN INTERVIEW WITH EGTA’S NEW PRESIDENT, WALTER ZINGGL
TV4 MEDIA MANAGER: A NEW ERA OF SELF-SERVICE ADVERTISING SOLUTIONS
17. 10. 2024In June 2024, TV4 launched the TV4 Media Manager, a groundbreaking ad booking system designed to simplify the full advertising process for SMEs and small agencies. This new platform consolidates various advertising opportunities into a single, user-friendly interface, allowing advertisers to plan, book, and track their campaigns with unprecedented flexibility. By enabling targeted advertising based on… Continue reading EGTABITE 391: AN INTERVIEW WITH EGTA’S NEW PRESIDENT, WALTER ZINGGL
SHIFTING MEDIA CONSUMPTION, MEASUREMENT STANDARDS, MULTIPLATFORM GROWTH AND THE RELATIONSHIP WITH GLOBAL STREAMERS
20. 9. 2024Laurent Bliaut, Deputy General Director at TF1 Publicité, recently began his tenure as the President of egta, succeeding Walter Zinggl, CEO of IP Austria, to whom we extend our gratitude for his dedicated service. In an interview with our TV Research Manager, Halli Oddsson, Laurent generously shared his thoughts and vision for the near future, discussing the challenges and opportunities… Continue reading EGTABITE 391: AN INTERVIEW WITH EGTA’S NEW PRESIDENT, WALTER ZINGGL
SHOP SMART, SHOP GREEN: IP OSTERREICH AND GREEN SHOPPING DAYS COLLABORATION
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LEADING IN SUSTAINABILITY: ITV’S CLIMATE TRANSITION AMBITION
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FTP OFFERS SUBTITLING ON COMMERCIALS DURING THE OLYMPIC AND PARALYMPIC GAMES
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CHANNEL 4 INTRODUCES SUBTITLED ADS AND ACCESSIBLE SPONSORSHIP FOR PARIS 2024 PARALYMPICS
18. 7. 2024The most accessible games yet Channel 4 announced that all advertising on its network during the Paris 2024 Paralympic Games will carry subtitles. This enhances Channel 4’s commitment to making its coverage of the Games the most accessible yet. The commitment builds on the previously announced goal to include subtitles on the broadcast of all… Continue reading EGTABITE 391: AN INTERVIEW WITH EGTA’S NEW PRESIDENT, WALTER ZINGGL
DPG MEDIA AND GAIA’S UNITED EFFORT TO FIGHT PUPPY MILLS
20. 6. 2024Puppy mills, where dogs are bred for profit with little regard for their welfare, remain a troubling issue. To combat this, GAIA, a Belgian non-profit organisation dedicated to animal rights, partnered with Integreate by DPG Media to launch an impactful media campaign. This campaign not only raised significant awareness but also earned prestigious awards, including… Continue reading EGTABITE 391: AN INTERVIEW WITH EGTA’S NEW PRESIDENT, WALTER ZINGGL
DRIVING CREATIVITY: VOLKSWAGEN AND CANAL+ BRAND SOLUTIONS’ TIGUAN CAMPAIGN
20. 6. 2024Tiger + Iguana = Tiguan Showcasing creativity and innovation, CANAL+ BRAND SOLUTIONS and Volkswagen launched an outstanding campaign for the new Tiguan, featuring eye-catching 3D animation. The campaign was executed with the help of Re-mind PHD, its creative department Fuse, the DDB agency, and CANAL+ BRAND SOLUTIONS’ creative entity, CANAL BRAND Factory. The primary aim… Continue reading EGTABITE 391: AN INTERVIEW WITH EGTA’S NEW PRESIDENT, WALTER ZINGGL
