The Media Agency Revolution

Many agency leaders would say theyamp8217ve been working away in this direction for years The problem has been these positive changes are subsumed by the behavior of some bozo somewhere who continues to undermine his colleagues not only by constructing deals designed to feather the agencyamp8217s nest over and above the needs of his clients but also by insisting that all plans are amp8220approvedamp8221 by the tradersSlowly but surely the buying end of things is becoming more and more discredited The small group of mates on both sides of the buysell divide is shrinking In part this goes handinglove with concerns over online placements driven by the blunt nature of most programmatic methodologies But donamp8217t forget that the basis of many of these negotiation techniques predates onlineFrom a frontpage story in The Times about the misuse of programmatic techniques through issues around the importance of valuing context as one piece in encouraging free and responsible journalism and on to PampampGamp8217s restating of the primacy of the client the era of the blind pursuit of the deal above all else is coming to an endBuying is news and being in the news is not where traders like to be Questions from senior clients are being asked and too often there are no good answersamp160 Plus the machines are taking over amp160Automation can help improve the efficiency of the buy but human skills are necessary to write the cutthrough planThis does not mean that buyers will soon become extinct rather that the creative dealmaking talents of the best will be focused on delivering for the client over and above all other considerationsThe quality of thinking by some in agencies has never been in doubt There are still skilful planners out there even if too many have been driven out by having their plans mangled by heads of trading Maybe there arenamp8217t as many as there should be maybe theyamp8217re not yet much of a feature outside the main media markets amp8230 but build the culture and they will comeAgencies are still labelled by too many as amp8220my media buying agencyamp8221 amp160The descriptor unfortunately is a reflection of how many behave but there is change in the windMore pitch briefs are stating the need for effectiveness in communications as well as and alongside pricing efficiencies Yes I know itamp8217s just words and that stating an intention is different from agreeing to pay for something but the more the agencies continue to push the planning agenda the more clients will come to value the skillThe grey deal era is coming to an end amp160Time to shine a lightClick the social buttons above or below to share this content with your friends and colleaguesThe opinions and points of view expressed in this article are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated bloggersamp160

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The Media Agency Revolution

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Brian Jacobs

Empowering Women in Media: Insights from Industry Leaders (Video) - By E.B. Moss

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Brian Jacobs

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