Agencies blast lack of integrated thinking Sonja Koreman
Media agencies have panned some of the country's leading media companies for failing to crack integrated thinking.
John Petropoulos, MindShare Melbourne executive director, has singled out News Limited, Fairfax and Austereo as the companies which "could do a far better job". And Bob Goodge, Starcom's national activation and investment director, said while PBL and Seven were beginning to make cross-platform campaigns work, it was still a "cumbersome and time consuming" exercise with other media companies.
In response, Paddy Douneen, national advertising director for Fairfax 's Integrated Solutions arm and Business Development Unit, said that in the past three years it had implemented "a number of initiatives".
Andrew McNally, News Ltd's sales integration director, said over the next six months it would be talking to the marketplace "about what the opportunities and our capabilities are”.
Austereo CEO Michael Anderson said he wasn't concerned by the criticism because it only began ramping up its online properties last year. "If the media agencies were still saying that in 18 months time then I would be worried," he said.
For more on this story, see the latest issue of B&T (31 August).
