John Preston: We sold because Match couldn’t compete on data/tech with the multinationals
The CEO of Match Media has explained the reasons for selling to Publicis saying he does not believe “independents at scale” in the future would be able to compete with the big multinational media agencies.
Speaking to Mumbrella about the deal to join the Blue 449 Network John Preston said: “It is absolutely true and Match could survive over the period of the next 18 months quite comfortably but can it survive as a stand alone? I very much doubt it.
“We really scoured the market to try and find a partner that would fit that future piece. What would make Match viable or indeed could we partner with a network that would make us more a force to be reckoned with in the marketplace?”
Preston said the decision was really driven by the need to compete in the data and technology space.
If challenge of technology and data is so obvious for independent media, just how is Bohemia still playing up the ‘Brain’ and supposedly winning clients?
The big agencies are already becoming surplus to requirements on data and technology
Bigger players from beyond media are stepping in with much more powerful data and analytical capabilities.
Our view is that creative connection agencies will be resurgent because at least the creative and partnerships elements of connection can’t be automated
It isn’t the multinationals that are going to be driving the development in data and technology.
Such a shame to hear John say independents don’t have a future in this industry. Big so rarely equals better. If it did then the logic of a global group like Publicis aquiring a small local shop is flawed.
Just because you can’t see the future doesn’t mean there isn’t a future.
Size doesn’t matter 😉