Ron Hatcher: Media Director, Planner, Buyer, Renaissance Man And Diehard Knicks Fan
What’s your take on media past and present?
Messaging has come a long way in the last 5,000 years, but if you want it to last another 5,000 you had better back it up by chiseling it in stone. In between the chiseling here’s where things are heading:
1) Personalization of media and marketing messages will continue to progress. More and more of everyone’s media consumption will be on each individual’s terms. Namely, you choose when and where you consume what. And marketers will use vast amounts of data, coupled with real-time observations, AI and other technological improvements to hyper-target consumers in an increasingly timely fashion.
2) Conversely, working against this personalization movement, will be a degree of backlash as portions of the global community seek to escape a perceived intrusion of privacy. I believe personalization will win the day, but some level of protection will permit those consumers who want to “reduce their profile footprint” to do so.
3) The online gaming industry will continue to grow as the experience is further enhanced by bandwidth and, ultimately, a virtual reality of an exceptional level. And where is this heading…think West World and you have it right. Ultimately, robotics which reach a level that will have companies like Disney offering up a theme park experience that is truly out of this world.
4) To compete with online gaming, the major media companies will strive to make “TV” more and more personal and more interactive. The day will come when you can choose alternative endings and maybe even avoid having your favorite character “killed off” earlier than you would like.
If you weren’t working in advertising or marketing, what would you be doing?
I would be an artist. Probably starving, but an artist none the less. Although of late, I have a strong urge to run for the Presidency.
What did you want to be when you grew up?
Your New York Top 5:
The Metropolitan Museum of Art
A Knicks game at MSG
Restaurant-hopping in Manhattan
Central Park in the summer
The Museum of Natural History & The Rose Center for Earth and Space
Favorite band – why?
That’s a tough one, but if you twist my arm, I would have to say The Beatles. Well, I grew up with them and, more importantly, I think their music was so progressive, thoughtful and simply sublime. The only thing that limited them was that they only made music together for a decade.
Favorite thing to do outside of the office?
Sorry, I don’t play favorites. I’m a Renaissance man. What’s the flavor of the day? I’ll have a taste of that…as long as you don’t ask me to sky dive, ski a black diamond or swim around Manhattan. Any of the those would end badly for me.
It’s a Wonderful Life, Lawrence of Arabia, Star Wars (the 1st movie, Episode 4), The Wizard of Oz, Casablanca, Saving Private Ryan, Jaws, High Noon, The Deer Hunter, The African Queen, Double Indemnity, The Maltese Falcon, Rear Window, North By Northwest, Schindler’s List, Psycho, Alien (the 1st movie), The Terminator, Predator, Blade Runner, Gone With The Wind, Fargo, Vertigo, Avatar
Best advice? (given or received)
The squeaky wheel gets the grease…just don’t squeak too loud…or you may find the wheel gets replaced.
Just do it (I forgot to trademark this one…well, you know the rest of the story)