The ‘Road To Recovery’ starts with all of us
How does the media agency-world rebuild itself in the wake of revelations that have come out of Mediacom/GroupM this week? TrinityP3’s David Angell argues the industry as a whole needs to address some of the issues of misreporting, auditing, value banks and client culpability.
For those of you living in an industry-proofed cave over the last week, the Mediacom furore has once again run red hot across the trade press, as the results of the audit into trading practice at the agency were released to the waiting world.
The level of debate has reached fever pitch over the confirmed revelations of inappropriate behaviour within Mediacom, going against both basic ethics and the avowed standards of their own parent group GroupM.
Standard Mumbrella fare of the “Industry: We Need To Fix Ourselves” ilk..
This will be followed by the typical wankfest filled comments between 23yr old hipster traders (native and programmatic is the way forward!!!!) and irrelevant 50yr old media dinosaurs (I remember when I worked in mags we once sold a half page for 3x the standard rate!!!)
BORING!
Pretty ballsy critique of clients (who are still ultimately the hand that feeds TrinityP3). Props there.
Hi there, I’m a 23 yr old trader and it seems like you have all the answers @DrZaius – so cough up! What makes for a more interesting article than a piece that talks about the corruption heart of our industry – creative and media alike – that has resulted from unsustainable business practices.
You’re right, as an industry we’re unrecognisable to what your 50yr old media dinosaur lived through. So have we arrived at our new form ? Is this what advertising is like now? Or are we heading somewhere more unsustainable? More creatively meaningless and irrelevant to business? Honestly fella, if these aren’t questions worth asking, then maybe you should stick to Planet of the Apes.
@”Anonymous” of course – thanks for your comment. At the end of the day, as per the article, I’m talking about minority but insidious behaviour, and an honest assessment based on my own experience, the point being that educating against certain behaviours would benefit all parties. As far as ‘the hand that feeds’ goes – well, yes, I suppose you could call it ballsy, but TrinityP3 is about objective assessment when dealing with client-agency dynamics and I certainly have no problem calling out things that could be improved on either side. I think we’re not doing our jobs as consultants if we don’t. Smart, empathetic clients (the large majority) get this and welcome it.
Bravo David, great article
Good to hear someone saying what the MFA won’t.