CANNES \u2013 While L\u2019Oreal USA\u2019s Nadine Karp McHugh is happy to hear lots of conversations by television networks about how to improve the viewer advertising experience, she\u2019d like to hear more marketer voices giving their input. \u201cI think that\u2019s really important to solve for. But they should start with not only the consumers but also their customers, which are the marketers,\u201d says McHugh, who is SVP, Omni Media.<\/p>\n
\u201cThere are a lot of us that are hungry for different solutions to get it right with how we need to go to market,\u201d she adds in this interview with Beet.TV at the recent Cannes<\/a> Lions International Festival of Creativity. \u201cWe value the consumer experience. We value our relationship with the consumer more than anything.\u201d<\/p>\n Companies like L\u2019Oreal want to \u201cget it right moving forward,\u201d including messaging and creating meaningful engagements with consumers, according to McHugh, who believes \u201cthere\u2019s great learning\u201d that can emerge from working together.<\/p>\n \u201cI think that we need to be part of the piping part, not just the \u2018here, we\u2019ve got a solution for you. Isn\u2019t it great?\u2019 And it works for the networks and maybe it\u2019s not so great for how we would want to go to market. I think that is huge and I think we\u2019ll get there together.\u201d<\/p>\n What she\u2019s seeking is a true partnership with the sell-side in a test-and-learn-together mode. \u201cWe rely very heavily on our agencies and they should absolutely be at the table as well, but marketers need to more and more be at the table and we\u2019re hungry for that.\u201d<\/p>\n At last year\u2019s Cannes Festival, L\u2019Oreal revealed that it would experiment with Google Labs on six-second creative spots. As BusinessInsider reports<\/a>, the companies would work together to examine data on what people are engaging with on YouTube so that L’Oreal could produce timely, six-second ads running prior to content on the video platform.<\/p>\n \u201cWe also do tutorials that run much longer,\u201d says McHugh<\/a>. \u201cIt should be about the consumer experience and what they\u2019re looking for and the value exchange between the messaging and what you\u2019re providing and whether or not it\u2019s valuable to the consumer.\u201d<\/p>\n While 30-second ads play a certain role, \u201cit\u2019s certainly not the be all and end all and we need to test and learn our way into the future.\u201d<\/p>\n