Trends in Media 2013 -- One Perspective -- Mike Cooper

We are getting dangerously close to the end of 2013 So what has happened this year Are there any key trends for media agencies in 2013It may be because PHD is known for Communications Planning or because this year we launched our new gamified operating system Source but most conversations with senior clients in 2013 have been about strategic planning In fact something seems to be emerging with global Comms planning Could this be the equivalent to the early 1990amp8217s when strategicmedia planning first emergedClients seem to recognize that they cannot get everything they want from a global media agency under one roof This is evidenced by the number of clients who are splitting out global Comms Planning assignments from local market planning and buying Comms Planning is simply too important and the advantages of a wellgrounded creatively executed media strategy too significant to compromise by lumping all global media requirements togetherThe difference good global Comms Planning can make to global ROI cannot be overstated amp8211 whether it is effective clustering of markets into likeminded groups optimized budget setting and channel allocation across markets or establishing global properties or global partnershipsA number of large clients seem to be picking and mixing to get the ultimate combination of skills talent and tools This has occurred with several major global pitches over the last 12 monthsThis also provides a real opportunity for media agencies to become media networks amp8211 where are genuinely joined up working to a consistent strategic process that is genuinely used and not just wheeled out for pitches and ideally all working together in real time Allowing for justintime collaboration Switching on the power of the collective mind of the networkThis is a healthy and welcome development It makes our business more dynamic and diversified It places more importance and recognises strategic strength and creative thinkingSo what does this tell us1 Our business is now so complicated that no one agency is sufficiently strong across all disciplines2 Clients see media as being more important than ever before and are prepared to invest more time investigating different capabilities paying for them and managing them3 Communications Planning is becoming more important and is taking a greater slice of the marketing investmentMike Cooper is CEO of PHD Worldwide which today has over 76 offices in 66 countries worldwide serviced by over 2000 staff and counts HP Unilever Elizabeth Arden GSK Gap Canon Bentley Porsche Hyatt Starbucks and Mondelez as clientsCheck us out on Facebook at MediaBizBloggerscomFollow our Twitter updates MediaBizBloggerThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaBizBloggerscom management or associated bloggers MediaBizBloggers is an open thought leadership platform and readers may share their comments and opinions in response to all commentaries

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Trends in Media 2013 -- One Perspective -- Mike Cooper

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