Atomic212 Founder: Big Agency CEOs Have Gone AWOL Around Big Issues

Atomic212 Founder: Big Agency CEOs Have Gone AWOL Around Big Issues
SHARE
THIS



Atomic212’s founder and CEO Jason Dooris has published a treatise on the current state of the marcomms industry in Australia and had a fair stab at predicting what successful agencies will look like in 2016 and beyond.

Dooris told B&T the book, titled The Digital Lunchbox 2016, was initially the product of his efforts to map out for his own understanding where the marketing industry was at and where it might be heading.

“The truth of the matter is we’ve relaunched this business because there is a need for change in the market,” he said.

The book, which only takes a few hours to read all of its 192 pages, is graphically driven and neatly summarises many of the more complex issues besieging the industry often as succinctly as a paragraph or two.

Dooris joins a chorus of voices pointing out that agencies persisting with a remuneration model “developed by Don Draper” have simply become too expensive and out of touch.

“Many agencies have lost their way, have failed to maintain relevance, are too expensive and have lost their edge. Many agency leaders … seem blissfully unaware of the dramatic scale of change going on around them. Many agencies scramble for awards to prop up regimes that have simply lost connection with their customers, while big agency CEOs have gone AWOL around the big issues and questions,” Dooris writes.

When asked by B&T whether he thought publishing his thoughts as candidly as he has was a courageous move, Dooris responded by saying “any agency that hasn’t changed its model in 10 years despite the unbelievable level of change that has occurred over that time is really in a lot of trouble. So in for a penny, in for pound.”

Among his criticisms of the industry, Dooris singles out STW – know merged with WPP – as symptomatic of the malaise the big networks all suffer.

“To date, agencies tend to define the integrated agency as any company sits within a parent holding company.

“Seating people from different businesses together or on the same floor is in no way integrated. True integration comes about when agencies combine businesses goals and targets through a centralised strategy and operational platforms. The reason we need to use the word integration is because we have created hundreds of vertical units that are impossible to integrate.”

Dooris does say the lack of transparency and the existence of out and out fraud which was highlighted throughout 2015 is only a temporary malaise and that the industry will self-correct.

Dooris also writes that “Australia is at a crossroads, and it appears that innovation and science are the answer”.

Describing Atomic212 as the only full service business in Australia to have started out as a search specialist, and as such accountability and performance lie at the core of everything we do, Dooris told B&T that the difference between his agency and a pure play creative agency was that he would always consider the channel first then work on an idea for communicating via that channel.

“We always think about how we attribute a sale to a channel,” he said.

Please login with linkedin to comment

Advertising Standards Bureau helloworld KDPR

Latest News

Pinterest Announces New Tools, Features and Experiences For Users
  • Media

Pinterest Announces New Tools, Features and Experiences For Users

Pinterest has introduced a new suite of creator and Pinner products and experiences globally, as the platform continues to evolve to become home for the next generation of creators. At its second annual Pinterest Creators Festival, featuring Megan Thee Stallion and Storm Reid.  Pinterest creators Kerin Rose Gold, Wendy’s World, Henri Purnell, Carolina Gelen and […]

Digitas Creates Its Own Flavour With Data Driven Beer
  • Marketing
  • Media

Digitas Creates Its Own Flavour With Data Driven Beer

Agency Digitas ANZ has developed its own unique brew of beer, galvanizing the team to channel its expertise in data, technology, digital media and creative. The brainchild of senior creative at Digitas, Nick Duron – Digitas’ ‘Unicorn Punch’ comes in alcoholic and non-alcoholic varieties and was created as a means of making Australian and New […]

Afterpay’s New Study Shows How Next Gen Aussies Are Feeling About Post-Lockdown Life
  • Marketing

Afterpay’s New Study Shows How Next Gen Aussies Are Feeling About Post-Lockdown Life

As Australia prepares to hit its 70 per cent nationwide double vaccination milestone, a new study from Afterpay reveals how Gen Z and Millennials are ready to Press Play on their lives, after 9 in 10 (88 per cent) missed key life events through lockdowns. From hitting restaurants, cafés and pubs and jetting off overseas, […]

Come From Away Reopens In Sydney!
  • Media

Come From Away Reopens In Sydney!

Producers Rodney Rigby and Junkyard Dog Productions have announced that the worldwide smash hit, Tony and Olivier award-winning musical COME FROM AWAY, has reopened at the Capitol Theatre in Sydney. The pandemic led to all theatre shows closing curtains in Sydney, however, with vaccinations rates soaring and restrictions easing, the theatre is back and Sydney […]

Guardian Australia Launches Revealing Climate Change Podcast, Australia V The Climate
  • Media

Guardian Australia Launches Revealing Climate Change Podcast, Australia V The Climate

Former PMs, high-ranking politicians and climate experts blow the whistle on how Australia became an international climate change pariah in the new Guardian Australia podcast series, Australia v the climate. Guardian Australia will release a special investigative podcast series ahead of the Cop26 global climate summit, scrutinising Australia’s role in the climate crisis over more […]

Enero’s Q1 Revenues Soar 22.6%
  • Advertising
  • Marketing

Enero’s Q1 Revenues Soar 22.6%

B&T's unsure if Enero boasts Champagne clients on its books, but the corks should be popping on these bubbly numbers.

Vevo Launches New App On Fetch TV
  • Marketing
  • Media

Vevo Launches New App On Fetch TV

Music video network Vevo is for the groovers, the chanteuses, the karaoke kings and the hairbrush mime artists.

Media Chiefs Dissect 10’s Upfronts
  • Media

Media Chiefs Dissect 10’s Upfronts

Judging by this, media bosses liked what they saw from 10's Upfronts. They were ecstatic that Rove wasn't returning.

by B&T Magazine

B&T Magazine
Diversity, Tech And Influencers At The Heart Of Are Media’s TRENDtalks: Beauty
  • Media

Diversity, Tech And Influencers At The Heart Of Are Media’s TRENDtalks: Beauty

The beauty industry needs to reflect greater diversity both in front and behind the camera, as consumers increasingly align with brands that share their values, according to a panel of leading experts speaking at Are Media’s latest insight series TRENDtalks: Beauty. Hosted by leading Australian beauty expert and presenter Michael Brown, TRENDtalks: Beauty also highlighted […]

Podsights Report Finds iHeartPodcast Network Performs Above Global Measurement Benchmarks
  • Marketing
  • Media

Podsights Report Finds iHeartPodcast Network Performs Above Global Measurement Benchmarks

Findings from the latest Podsights Benchmark Australian Report shows ARN’s iHeartPodcast Network is a market leader in advertising effectiveness and continues to perform well above global benchmarks. Through its partnership with Podsights, ARN is setting the standard for podcast advertising measurement, providing commercial partners with data-led insights to ensure maximum engagement and conversion with iHeartPodcast […]

Microphone in front of the sound mixer and computers in broadcasting radio studio. New radio station studio.
  • Advertising

Metropolitan Commercial Radio Ad Revenue Up 12.7% In September

Advertising revenue for metropolitan commercial radio stations reached $53.149 million in September, reflecting a year on year rise of 12.7 per cent, according to data compiled by Milton Data and released by industry body Commercial Radio Australia (CRA). September quarter ad revenue totalled $151.373 million, up 16.1 per cent from the corresponding period a year […]

GAMURS Group Appoints Alex Walker To Lead Content Across Asia Pacific
  • Media
  • Technology

GAMURS Group Appoints Alex Walker To Lead Content Across Asia Pacific

GAMURS Group, the esports and entertainment media network that reaches more than 100 million passionate gamers globally per month, has announced the appointment of Alex Walker as its vice president of content for the Asia Pacific region. Walker joins GAMURS after more than six years at Allure Media and Nine’s Pedestrian Group, where he was […]