Médiapiac 2013: cooperation, new markets and FMCG focus

There were more than 400 participants at the Médiapiac (Media Market) 2013 conference and its accompanying event (held for the second time), Research Conference. This the time organiser Mediapiac.com created a special section the marketing communication of the FMCG sector.

Zsolt Urbán, the president of the Hungarian Advertising Association (MRSZ) told on the first day of the conference that adverting spending decreased last year in Hungary. MRSZ presidency member and Metropol CEO Péter Hivatal presented net-net advertising spending data from the association’s research. He told that the market, which represented a net-net value of HUF 174 billion, contracted by nearly 3 percent last year. Internet is now the third strongest medium, while television is still the No.1, despite its contracting revenue. Print media and the out-of-home segment also generated lower sales, but the latter plans to restructure itself completely – about which we heard more from the new president of the out-of-home association, Szilárd Szelei. Árpád Turi, the president of the radio segment’s organisation, which formed last year, also plans to remodel itself. On the second day the conference focused on the FMCG sector. The host of this section was Pál Müller, who after his introduction gave the floor to GfK Hungária managing director Ákos Kozák. He told that the FMCG market currently values at HUF 2,500-3,000, the level of inflation is 6 percent. He named a new trend: many consumers are bored with shopping. Kanter Media managing director Mariann Karády told that in terms of rate card prices the FMCG market realised 30 percent of total media spending. Judit Török, the head of OMD’s digital division spoke about the relevance of digital channels in the FMCG sector; she told that women prefer the internet, while men like to use their mobile. Origo’s Kornél Huber gave a presentation on how brand owners relate to mobile technology. Réka Nagy (Zewa) and Anna Sulyok (Carat) brought case studies to introduce how the brand reacted to increased consumer price sensitivity. László Stefanek (PHD) and Richárd Rusvai (Sanoma) presented Lioton’s campaign on the Nők Lapja Café website. Ádám Ritter (PanMedia) spoke about the challenges and solutions of Provident: for the company the basic challenge is to fight the prejudice of consumers who haven’t used the service yet. István Tóth (Mediacom) brought a Procter&Gamble campaign that was made for the Olympic Games. It was a complex programme built around mothers, with strong PR and social media backing.