The Odyssey of Media Agencies, They Don’t Appreciate The Influence They Have

The Odyssey of Media Agencies, They Don’t Appreciate The Influence They Have
SHARE
THIS



Media agencies have already won the war, argues Jonathan Betts, group business director OMD in this opinion piece, and they need to start realising how much power and influence they have.

We have our victory, and now we are in more danger than ever before

I am a great believer in agencies collaborating with each other when working on solutions for clients. However, there are some people who make it feel more like a battle than others. In the full and frank discussions that agencies need to have to deliver great work for clients, I sometimes think that media agencies don’t fully appreciate the influence and responsibility they have.

What we at media agencies need to realise is that we have already won the war.

If the prize of being a client’s lead communication agency was the position that launched a thousand ships, for many agencies and with many clients, it is an honour we have already brought home.

So what is it that enables us to achieve such an influential position within our clients’ agency teams?

It is a skill and knowledge that has many of its roots in ancient Greece: mathematics. Our background in investment rigour, our forecasting nous and desire to measure and count what has been delivered as a result of communications, puts media agencies in a different space to the other communications agencies in the village.

Over thirty years ago, media agencies burst out from within the centre of the statuesque advertising agencies of the world. Since then we have been adding to our capabilities, our scope and our relationships to the point where some clients decide that the only agency they require is one that started life as a media agency.

However, as in many Greek tragedies, it is the moment after victory that carries the greatest risk. What are the perils that await media agencies as they transition into communications and connections agencies?

The first danger from across the sea is the Siren’s song. A tantalising melody that whispers of creativity, ideas and reckless possibility.

It is a song that has driven many a good media man (and woman) mad, and caused them to abandon their greatest strengths of consumer understanding, measurement and forecasting. Those that are led astray find themselves in choppy seas where the idea itself becomes more important than the outcome it can deliver. Here we lose the strength of our rational and measured approach and are tossed about in the roiling waves, doomed to be dashed upon the rocks of personal opinion.

There has been much written in the industry press, here in Australia and across the world, about agencies earning revenue from sources other than the retainers or fees that their clients provide. For agencies that consider these opportunities they need to be acutely aware of the danger of becoming Lotus Eaters- the mythological tribe whose addiction to the lotus fruit left them pale shadows of human beings.

Those who have tasted the lotus, and those who seek other revenue sources beyond their clients, can find its charms overwhelm them. The other pleasures in life pale into insignificance in comparison and before long they are slavishly devoted to devouring the very thing that is harming them the most. Soon they care for nothing else, and any other victories or accomplishments in life mean nothing.

The final obstacle that media agencies face on their journey forward is that of the Laestrygonians.

At their worst these giant beasts can form procurement departments, and quickly devour the honest men and women of media agencies.

Our ability to tame these ravenous hunters lies in the value that we can create for our clients and our ability to quantify and communicate this. This the burning torches that we must wield in order to keep them at bay, at least for a little while.

To conclude this media fable, I encourage the heroes and heroines of media agencies to take confidence in the struggles we have endured over the years, and go forth bravely into the future as we write the new legends of our industry.

Please login with linkedin to comment

Is He Asahi Kontented

Latest News

Women In Media Profile: Kate O’Ryan-Roeder
  • Media

Women In Media Profile: Kate O’Ryan-Roeder

As we continue to push towards an equal future, more and more women are forging the paths for others. And B&T doesn’t think it’s right that some of these women aren’t recognised for their inspiring efforts every day. Which is why we’ve created a Women in Media series! This series is to celebrate our annual Women in […]

by B&T Magazine

B&T Magazine
Weight Watchers Launches First Global  Marketing Campaign
  • Campaigns

Weight Watchers Launches First Global Marketing Campaign

Weight Watchers International, Inc. (NYSE: WTW) (“WW”) announced that it has launched its first global marketing campaign that celebrates the liveability of the WW Your Way+TM program and how it’s possible to enjoy the foods, behaviours and occasions tied to the season, while continuing to develop healthy habits.

Isometric gold dollar coins stack on turquoise blue background. Finance, money, wealth, growth and investment concept. Flat design. EPS 8 compatible vector illustration, no transparency, no gradients
  • Marketing

Less Than 10% Of Brands Grew Between 2014 & 2017

Brand growth had become stagnant according to findings of leading insights agency Kantar Millward Brown from measuring 2,000 brands in their BrandZ global brand equity database. So what can brands learn from the overachievers? The new report – How Disruption Can Fuel Brand Growth – reveals that while many brands cannot easily re-engineer their offering […]

Four Ads That Are Gender Balancing The World
  • Campaigns

Four Ads That Are Gender Balancing The World

Get your tissues ready. There wasn’t a single dry eye in the room at the end of a session at Cannes Lions last week on the power of creativity as a force for gender balancing the world. WPP’S UK country manager Karen Blackett OBE was joined on stage by Unilever’s EVP of global marketing & […]

by B&T Magazine

B&T Magazine
SYDNEY, AUSTRALIA - MAY 26:  Socceroos fans show their support during the International Friendly match between the Australian Socceroos and South Africa at ANZ Stadium on May 26, 2014 in Sydney, Australia.  (Photo by Mark Metcalfe/Getty Images)
  • Marketing

Study: Aussie Gen Xs And Millennial Men The Biggest World Cup Fans

A new study has found that over 3.8 million Australians (19.1 per cent ) watch soccer of one sort or another on TV (FIFA World Cup, A-League, English Premier League etc.) and the favoured TV viewing experience is the FIFA World Cup watched by over three million Australians (14.9 per cent). The Roy Morgan study found that when the World […]

by B&T Magazine

B&T Magazine
Nine & News Corp’s Australian News Channel To Launch New Business Channel
  • Media

Nine & News Corp’s Australian News Channel To Launch New Business Channel

Nine and  and Australian News Channel (ANC), a wholly owned subsidiary of News Corp Australia, have combined to create a dedicated 24 -hour business, personal finance and luxury lifestyle channel to reach all Australians. The joint venture and new channel, Your Money, is set to redefine the way business and finance news and commentary is delivered […]

PwC Announces Program To Champion CMO Growth Agenda
  • Marketing

PwC Announces Program To Champion CMO Growth Agenda

PwC Australia today announced a new invitation-only development program for senior marketing leaders: the CMO Growth Agenda. The program will enable CMOs to link business transformation, customer experience and marketing as the enterprise growth driver in the boardroom. Melbourne Business School and The Marketing Academy will contribute learning modules as part of the syllabus. The […]

Reflection On Cannes: It’s About Co-Creation
  • Opinion

Reflection On Cannes: It’s About Co-Creation

In this guest post, GPJ Australia’s senior creative director James David (pictured below) was a first-timer at this year’s Cannes. Here’s his take on the annual adland love-in from a fresh set of eyes… Having spent last week in Cannes for the Cannes Lions and the Creative Leaders Programme, I was super excited about the opportunity […]

Opinion

by B&T Magazine

B&T Magazine
Seven Relents, As Nine Handed Rights For Tennis 2019 For $48.5 Million
  • Marketing

Seven Relents, As Nine Handed Rights For Tennis 2019 For $48.5 Million

Nine has announced that it has reached agreement with Tennis Australia and the Seven Network to bring forward its rights deal to broadcast tennis by one year. The new deal means Nine will be the home of Australia’s highest rating summer sport for six years, commencing in January 2019. Under the terms of the landmark agreement, […]

Former Publicis CEO Andrew Baxter Joins KPMG
  • Marketing
  • Media

Former Publicis CEO Andrew Baxter Joins KPMG

KPMG Australia has appointed former Publicis Communications chairman and Publicis Australia CEO, Andrew Baxter, as senior adviser to the firm’s entrepreneurial Customer, Brand and Marketing Advisory (CBMA) business. Baxter is as a strong strategic thinker who drives growth in his own and his clients’ businesses, and has been successfully leading major professional services firms for the […]

Media Veteran Vida Scott Appointed Ten’s Head Of Comms
  • Marketing

Media Veteran Vida Scott Appointed Ten’s Head Of Comms

Network Ten today announced the appointment of Vida Scott as head of communications, effective the 2nd July.  In her new role, Scott will be responsible for the company’s external corporate communications, internal communications, and trade marketing. She will report to Network Ten chief operating officer, Annabelle Herd. Herd said: “I am delighted to welcome Vida […]

Tourism Australia’s Dundee Snaps Up Major Cannes Lions Nod
  • Advertising

Tourism Australia’s Dundee Snaps Up Major Cannes Lions Nod

Tourism Australia’s star-studded Dundee: The Son of a Legend Returns Home campaign has secured a coveted Titanium Lion award at the 2018 Cannes Lions International Festival of Creativity. The Titanium award rounded out a successful week in Cannes for Australian tourism with Dundee picking up a total of 10 Lions. Tourism Australia’s youth-focused Aussie News Today […]

by B&T Magazine

B&T Magazine
Nine’s Michael Slater Moves To Seven’s Cricket Commentary Box
  • Media

Nine’s Michael Slater Moves To Seven’s Cricket Commentary Box

Former Australian opener and Nine commentator, Michael Slater, has announced his move to Channel Seven after it snared the rights to the cricket in a JV deal with Foxtel in April. Slater will join former Aussie cricketers Ricky Ponting and Damien Fleming in Seven’s commentary box for the first game starting in December. Slater was Australia’s aggressive […]

oOh!media Acquires Here, There & Everywhere-Owned Adshel For $570M
  • Media

oOh!media Acquires Here, There & Everywhere-Owned Adshel For $570M

oOh!media has acquired Here, There & Everywhere-owned Adshel for $570 million. The move follows a bidding war between oOh!media and APN Outdoor for the outdoor street furniture business. In April, Here, There & Everywhere (HT&E) received a revised offer of $470 million from oOh!media for Adshel, however, HT&E claimed it wasn’t the “most attractive” one […]

Daylight Agency Appoints Shelley Hammond As Director Of Agency Operations
  • Media

Daylight Agency Appoints Shelley Hammond As Director Of Agency Operations

The Daylight Agency’s significant growth has continued with the appointment of Shelley Hammond as Director of Agency Operations. Shelley is a leader in the global communications industry and brings vast experience following senior roles in major corporates as well as the agency environment. Shelley will be responsible for the commercial running of Daylight including client retention and […]

Host/Havas Takes Out Cannes Grand Prix With Palau Pledge
  • Advertising

Host/Havas Takes Out Cannes Grand Prix With Palau Pledge

Host/Havas has secured Australia’s first grand prix award at Cannes overnight, taking out the top gong for the direct lions with its work Palau Pledge. The work, which sees all visitors to the tiny island nation have their passport stamped with a pledge to be a good environmental citizen, which they must sign before entering […]

by B&T Magazine

B&T Magazine
Instagram Launches Long-Form Video
  • Technology

Instagram Launches Long-Form Video

Instagram unveils new eye-catching feature. Slicing onions while reading this will also make it eye-watering.

Ridley Scott Unveils New Directors Showcase At Cannes
  • Media

Ridley Scott Unveils New Directors Showcase At Cannes

Curated this year by Ridley Scott, famed director of Alien, The Martian and other classics, The New Directors Showcase at Cannes is now in its 28th year. Acting as a platform for talented new directors to have their work premiered to a global audience, Scott took to the stage in front of a full house […]

by B&T Magazine

B&T Magazine
ANZ, PHD & JCDecaux Harness The Power Of Data
  • Advertising
  • Campaigns

ANZ, PHD & JCDecaux Harness The Power Of Data

ANZ and media agency PHD have partnered with JCDecaux to launch a unique campaign that harnesses the power of data across three cities incorporating actual tram, train and bus timetable information to align with the new ANZ App.

Report: Consumers Are Hitting Play On Mobile Video
  • Technology

Report: Consumers Are Hitting Play On Mobile Video

Ooyala survey finds media companies created and processed nearly three times as much video content in Q1 as Media Companies Created & Processed Nearly Three Times As Much Video Content in Q1 2018 vs. Q1 2017.

MercerBell Calls In Two New Data Hires
  • Marketing
  • Technology

MercerBell Calls In Two New Data Hires

Proving many photos shot on an iPhone so often come out washed-out and grainy comes this article's accompanying pic.

Intrepid Travel Go Back 30 Years, Posting Classified Adverts In Newspapers
  • Campaigns

Intrepid Travel Go Back 30 Years, Posting Classified Adverts In Newspapers

Intrepid Travel has gone back in time and is placing classified adverts for a new ‘mystery expedition’ to places that yet mapped by Google.  The adverts to be placed in Courier Mail, Herald Sun and Sunday Telegraph are calling for intrepid people to join a journey with “long travel days, intermittent electricity, no Wi-Fi, cold […]

Watching tv and using remote control
  • Advertising
  • Media

GroupM Investment Forecast For Australia: TV On The Rise As Digital Slips

GroupM has updated its 2018 ad investment forecasts and released its initial 2019 outlook. GroupM predicts $24B in net new advertising investment this year, the best annual increment since the bounce back from the global recession in 2010 when $26B was added to investment. GroupM estimates total advertising investment will grow by 4.5 per cent this year […]

Indigenous Campaign Deemed Too Controversial By APN Media To Run
  • Advertising
  • Campaigns

Indigenous Campaign Deemed Too Controversial By APN Media To Run

Aboriginal Victoria’s campaign in support of Australia’s first-ever treaty legislation, Deadly Questions, has been deemed too controversial to run by one of Australia’s leading outdoor media providers, APN Media. Online platform Deadly Questions provides a safe space for people to ask questions and have them answered by Aboriginal Victorians, to learn more about their cultures, […]

Introducing: YouTube Music Australia
  • Technology

Introducing: YouTube Music Australia

The wait is over! Starting today, YouTube Music is available to everyone in Australia, New Zealand, the U.S, Mexico and South Korea in addition to 12 new countries including Austria, Canada, Finland, France, Germany, Ireland, Italy, Norway, Russia, Spain, Sweden, and the United Kingdom. Now fans around the world can find more of the music […]

Will PR Finally Earn Its Stripes At Cannes This Year?
  • Opinion

Will PR Finally Earn Its Stripes At Cannes This Year?

In this guest post, Haystac’s national general manager, Jason Carnew (pictured below), says with all this talk of Cannes at this time of year, it’s a kindly reminder that the PR business needs to get its act together in terms of awards, work and judging… All eyes on are Cannes as some of the best […]

Opinion

by B&T Magazine

B&T Magazine
Ex-DDBer Unveils Designer Headscarves For Cancer Survivors
  • Campaigns

Ex-DDBer Unveils Designer Headscarves For Cancer Survivors

Two-times cancer survivor, Frankie Good Stuff Award Winner, ex-DDBer and founder of Bravery Co. Emily Somers has collaborated with a range of top-notch illustrators to produce Australia’s first range of designer headscarves for young cancer warriors. She is now crowdfunding $40,000 to produce the scarves and donate one to all the young women in their 20’s […]

New Advertising Platform Launches Down Under
  • Advertising

New Advertising Platform Launches Down Under

Following its massive success in Europe, Asia and the UAE, the Polishoe concept, which brings a high-demand shoe polish service and HD digital advertising platform together, has landed in Australia.

Women In Media Profile: Aimee Buchanan
  • Media

Women In Media Profile: Aimee Buchanan

No Women in Media series would be complete without the irrepressible Aimee Buchanan. Read all her pressibles here.

by B&T Magazine

B&T Magazine
Set for blue sky, different clouds icons, cloud shapes, labels, symbols, icons. Flat graphic vector elements
  • Technology

PubMatic Unveils Cloud for Publishers And Tech Companies

PubMatic has launched PubMatic Cloud for publishers and tech companies looking to implement and control their own programmatic technology. By accessing PubMatic’s technology, global infrastructure and demand connections on a platform-as-a-service (PaaS) basis, clients are able to achieve full transparency and achieve greater control over their programmatic monetization. As programmatic trading becomes mainstream, innovations such as […]

Women In Media Profile: Claudine Hall
  • Media

Women In Media Profile: Claudine Hall

The Women in Media Awards are back for 2018! To celebrate this wonderful fact, and to recognise some of the killer women in our industry, we’ve created a women in media series – and have profiled some pretty inspiring women so far. This week, we chat with Bauer Media head of trade marketing Claudine Hall. […]

by B&T Magazine

B&T Magazine
Cancer Council and Target Tradies Tackle On-The-Job Skin Cancer Risks
  • Campaigns

Cancer Council and Target Tradies Tackle On-The-Job Skin Cancer Risks

Workers on construction sites receive five to 10 times more UV exposure every year compared to indoor workers. Target Tradies and Cancer Council have announced the launch of a partnership to help educate Australian construction workers about the importance of being SunSmart at work. With evidence showing that outdoor workers receive five to 10 times […]