An interview with egta’s new president, Walter Zinggl

June 26, 2022

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Introduction

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.

Walter Zinggl
Chief Executive Officer
IP Österreich

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!