Media agencies need to charge for ideas: PHD

Media agencies need to charge for ideas: PHD
SHARE
THIS



Media agencies of the future will need to be data led, remunerated on ideas and far more efficient to be successful, Stewart Gurney (pictured) head of comms planning ay PHD told Australia's university advertising and media lecturers.

Speaking at the Media Federation of Australia’s ‘Lecture the lecturers’ day last week. Gurney said that media buying revenue had dried up. Pointing to the example of the rumoured 92% discount promised by one agency on its TV buy in order to win the business, Gurney said that media owners were also feeling the pain on such deals.

As a consequence, Gurney posed the potential solution of returning to full service agencies to the 40-odd media lecturers from around Australia gathered in the room, but said the he personally did not think this would be the solution.

Instead he said that he thought the successful agencies of the future would be an agency with “a majority of media buying being automated and a higher emphasis on intellectual property”. Charging for its ideas was something that media agencies could learn from “advertising” agencies.

He then went on to describe the creative agency process as a “bunch of people who sit around and come up with mental ideas”. He qualified this comment however by adding that he thought clients liked the tension created by having creative and media agencies play off against each other.

He concluded by suggesting that the media agency of the future would be “data-led, remunerated on ideas, results driven, nimble, real-time, more efficient, integrated and still consumer centric.

Please login with linkedin to comment

Latest News

Federal Court Finds APN Outdoor/JCDecaux Acquisition “Legally Effective”
  • Media

Federal Court Finds APN Outdoor/JCDecaux Acquisition “Legally Effective”

The Federal Court of Australia has given JCDecaux’s acquisition of APN Outdoor the green light. According to a release from APN Outdoor, the Federal Court of Australia has “approved the scheme of arrangement in relation to the JCDecaux transaction”. It adds: “APN Outdoor confirms that an office copy of the Court orders has been lodged with […]

WPP Scores Panadol’s Global Media Business
  • Advertising
  • Media

WPP Scores Panadol’s Global Media Business

GSK Consumer Healthcare has appointed WPP to support its global Panadol business, following a competitive pitch process. WPP will be responsible for creating integrated creative campaigns and content across advertising, digital, shopper and expert marketing, PR and communications for the global Panadol brand. The work will be delivered by a bespoke team led by CEO […]

Michelle Guthrie (Managing Director, ABC) at Radio Alive 2017
  • Media

Michelle Guthrie To Sue ABC

Former ABC managing director Michelle Guthrie is taking her ex-employer to court, according to several media sources. As reported in The Australian, Guthrie lodged papers with the Fair Work Commission earlier this week, citing unfair dismissal. Guthrie was fired half-way through her five-year term as managing director of the public broadcaster. The move follows news last week communications […]