Your opinion is irrelevant
Luke Amasi, client director at iProspect, argues that while it is important to have an opinion, it’s also important to remain objective.
This article has been founded on the back of a frustration I continually have with media agency discourse that is as relevant now as it was when I first presented this piece internally in 2019.
Your opinion doesn’t mean shit to your client.
The irony is that message is still relevant now as it was pre-pandemic and in fact maybe even more so, given we have spent the best part of the last two years living and working in our bedrooms, a perfectly comfortable echo chamber for nobody but our own opinion.
The definition of irony.
I have to disagree – the very thing that separates us from AI is the ability to blend data and emotion, and use this to hone a professional opinion. No I don’t think an opinion should lead channel selection or media mix, but as experts surely our opinion counts for something?
No one is more guilty of seeing themselves as the customer than the generally low-skilled ‘marketing managers’ we have here in Australia.
Infact i think i can count on one hand the number of client side staff i have worked with over the last decade that don’t just base their persona’s after themselves.
The rot starts with the brief as always.