Why Australia’s media and advertisers should prioritise working together better
A decade ago, media partnerships were the heartbeat of immersive and engaging advertising. When a brand, their agency and a media owner united around a smart idea, they could capture the nation’s attention. Collaboration wasn’t just encouraged, it was a competitive advantage.
Luke Spano, founder and CEO of Avid Collective, explores what happened to the media partnership – and what can be done to fix this.
The author Luke Spano
Today, with attention scarcer than ever, media partnerships should be more valuable than ever. But the truth is, they’re ‘too hard’ to bring to life. The media partnerships ecosystem is fragmented, inefficient, and slowing everyone down.
WeGrow’s latest Publisher Pulse found only 3 % of publishers think agencies get full value from partnerships, and every agency leader knows why: it takes too much time and energy to successfully brief and deliver these campaigns.
So how have we ended up with an ecosystem that shies away from collaboration?
