The cause of Monaco Media's Forum most essential discussion

The cause of Monaco Media Forum's most essential discussion: Media Value Chain-thinking (as was: value chain/CEO Axel Springer) versus Marketing Eco System-thinking (to be: value constellation/ CEO Huffington Post).

Increasing fluidity of the unfolding Marketing Eco System asks for value constellation based business models instead of traditional value chain based business models:

1. Digitization is damaging the traditional value chain based business model, which worked for advertisers, agencies and publishers

2. Increasing fluidity of the unfolding Marketing Eco System drives development of value constellation business models

3. The tradional value chain business models (which worked for advertisers, agencies and publishers) are not future proof

4. Central question: Which value constellation based business models are future proof in the unfolding Marketing Eco System? Answer: learning by doing

Value Chain thinking versus Value Constellation thinking (Marketing Eco System) is now THE essential mindset-difference which is causing a lot of ' lost in translation' situations in the boardrooms of media firms.

David de Boer, Head of Marketing Intelligence Sales, Sanoma