COMMENT: The coming media battle will be brilliant for the Australian communications industry
If the new edition of AdNews is anything to go by, then media planning is going to be a key battleground for 2009.
The magazine’s front page story features the revelation that creative agency Host is getting into media. And just as interesting is the magazine’s profile inside of the creative agency Three Drunk Monkeys, who also reveal plans to move into media strategy.
This comes just weeks after Mumbrella revealed that the Photon Group has ambitions to get into media planning /buying through its strategy shop Bellamy Hayden.
I also know of at least one media metrics organisation that is contemplating a move into the space.
A the risk of seeming like an old timer …
In the olden days Media Types were just down the corridor from us Creative types. We shared ideas, learnt from each other, went to the pub together. My God I even married one!
Both disciplines (and the client) gained from the proximity. Glad to hear it is returning.
Great piece Tim – beautifully put. I was thinking similar thoughts yesterday on Talking Digital.
“And the publishing world isn’t the only area where this is relevant – the agency model too could probably do with some re-invention.
Here is an industry effectively built on a foundation of ‘agency commission’ … operating in a climate where some clients often value their media agency as little as their toilet paper supplier (and often use the same pitch and audit process and people to evaluate value) which is resulting in lower fees, higher demands and a far larger scope of work. The commission model isn’t just broken – it’s a relic. The key question needs to be asked – how much value to marketers place on what they are currently receiving as a media product?
How can agency groups use scale, technology and true global networks to create efficiencies? And how can they stand out with so much competition? Right now most are looking at operating costs including headcount but maybe the answer is a little deeper than that?
These are interesting challenges facing the media world.”
http://talkingdigital.wordpres.....-only-one/