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 2013?

It 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 1990’s when strategic-media planning first emerged?

Clients 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 well-grounded, creatively executed media strategy too significant to compromise by lumping all global media requirements together.

The difference good global Comms Planning can make to global ROI cannot be overstated – whether it is effective clustering of markets into like-minded groups, optimized budget setting and channel allocation across markets or establishing global properties or global partnerships

A 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 months.

This also provides a real opportunity for media agencies to become media networks – 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 just-in-time collaboration. Switching on the power of the collective mind of the network.

This is a healthy and welcome development. It makes our business more dynamic and diversified. It places more importance and recognises strategic strength and creative thinking.

So what does this tell us?

1. Our business is now so complicated that no one agency is sufficiently strong across all disciplines

2. 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 them.

3. Communications Planning is becoming more important and is taking a greater slice of the marketing investment.

Mike 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 clients.

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