Former Carat chair Haydon Bray returns to market with a model that ‘no other media agency has even thought of’
Haydon Bray, media agency entrepreneur and former chair of Dentsu Aegis Network’s Carat, has re-entered the Australian market with Audience Precision, a media strategy and consultancy business with Warner Music as a foundation client.
Audience Precision’s model – which Bray, along with his founding team of five and equity partners has spent five years developing – doesn’t rely on commissions, media owner negotiations or demographic buying. Bray said he identified a gap in the local market, which “no other media agency has even thought of”, when he returned to an industry “in a worse state than when I left”, still marred by “murky deals and a legacy model”.
Bray left Carat 20 years ago
Wow!
Audience segments, media planning & campaign reporting.
Truly unique and revolutionary.
Man who says the industry is marred with too many platforms, offers a new platform
didn’t this launch in 2017?
So they have bought a DMP by the sounds of it. How well will this approach work without cookies I wonder?
“an industry overwhelmed by new platforms, hundreds of new reporting metrics and still marred by murky deals and a legacy model that hasn’t moved on since the 1990s”
This much is true but not sure a platform is the answer.
This is actually unique and I’ve been banging on about getting away from the traditional demographic profiling for ages now to stop harmful stereotyping too. Good stuff @Haydon Bray.
Those who can’t tell the difference and don’t understand the nuances of what this offer is can stay in the old way of thinking. Wishing you the best with an excellent and well needed innovation.
OMG, I wish I had thought of this. Data, platforms and strategy to replace data, platforms and strategy. Unique indeed!
Sounds great Hayden, best of luck mate the industry needs a shake up and a wake up.
Regards
Mark
Pretty bold to tell the sector it’s broken and out of date, then offer the same vague mumbo jumbo promises to convince clients to jump ship to you…
Using machine learning to filter through then target segments of consumers with a higher propensity to want or need an advertisers product or service, WOW so revolutionary.
Sounds like a lot of smoke and mirrors from an ex-agency exec promising to cut through a fragmented industry that’s focused on consolidating supply chains.
Good luck, you’ll need it.
That article didn’t really say anything about the new model, how they make money/charge their clients or how it is any different from many other platforms already in the market.
Something that challenges the industry is what raises performance. Good on them.