The communications agency Nordic Screens is now taking a broad industry initiative “to clean up and create a better understanding of the best possible use of the new channels.” Selsakpet believes that the reports from campaigns and efforts on social media are perceived as “messy and silo-based and difficult to compare.”
– 30 years ago I was involved in a similar process that cleaned up the TV industry and established a kind of common “currency” that has been useful for everyone. Now there is a need for something of the same when it comes to social media, says the general manager Nils Ketil Andresen in Nordic Screens.
An expert committee with representatives of advertisers, media agencies, platforms, influencers, management, advisers, pollsters and educational environments will now meet regularly with the aim of talking together and agreeing on where the shoe presses and what can be done. The selection includes a daily manager Kristin Brimi in the Media Agency, professional director Håvard Kvernaas Bakken in ANFO, head of influencer marketing Ida Tabak in the Publicis Group, head of agency partnerships Amanda Schjøtt and customer success manager, Olga Stautsberg i Inzpire.me, general manager Carina Godou in Now Media, project manager Jonas Østnes in Kantar, associate professor Mona Solvoll and associate professor Håvard Huse from BI Business School, influencer Kristiane Aataigen known as Snillegucci and journalist and presenter Gisle A. Gjevestad Agledahl. The talent manager from Nordic Screens is participating Karoline Smådal and Head of Analysis Audrey Delaporte Pedersen.
– Social media is basically the new TV industry for the younger target groups, but it lacks a lot in offering the same structure. There is a need to professionalize the industry and get to know the target group more deeply. More transparency is important and we hope that an independent professional group like this can help to lift and structure, says Delaporte Pedersen.