Time for a little less conversation. If you could ChangeOneThing about media what would it be?

PHDChrisStephensonIn this guest post PHD’s Chris Stephenson invites the media industry to participate in the ChangeOneThing Mumbrella360 session.

It has been over nine months since as an industry we debated and created a Manifesto for change at the first Mumbrella360.

Together we wrote and agreed on 34 articles of belief; from the elegant (‘We believe measurement should move from opportunity to see to opportunity to influence’) to the cathartic (‘We believe that no one enjoys pitches’).

In the last nine months we’ve been asked on more than a few occasions whatever happened to the Manifesto?   

Mumbrella360ManifestoOur answer is that we hope that it is living and breathing … it was never imagined, nor I think created, as a stick to collectively beat ourselves with. Rather it was about having a conversation and debate that we too rarely have, and if even a few of the articles of belief have changed even a couple of things in an organisation or two, then the Manifesto has – and continues – to do its job.

We noted at the time however that the Manifesto’s articles were not the end but the start of a journey, and that we hoped the debate and agenda would continue to evolve.

Each week brings new reminders of just how much and how quickly our world is changing. Much has changed, but much more hasn’t… and that’s why at this year’s Mumbrella360 we will once again invite the industry to debate change.

But this time there is no wish list.

This time there’s no comprehensive list of what we believe.

That already exists (and you can read it here).

This time we get real.

This time we have one debate.

This time we make one decision.

This time we decide on one thing.

And we change it.


ChangeOneThing m360 logo

What we decide to change, is up to us …

Between now and Mumbrella360 we’re asking a simple question of anyone and everyone who works in our industry: if you could change one thing, what would you change and why?

Think about it. On those Sunday nights when you’re anticipating your week, in a Groundhog Day-inspired presentation, in a WIP or pitch or punt, or at the end of an evening of beers at the Beresford with your colleagues – what one thing do you wish you could change?

How we resource and are resourced? How we’re remunerated? How we plan? Or buy? Or invest? Our tools and systems? Our infrastructure? How we measure what we do? How we learn from our mistakes or celebrate our successes?

What’s your OneThing?

Over the next ten weeks we’ll be inviting you to share and debate your OneThings, so that by the time we reach M360 in June we have a shortlist – which is where its going to get interesting… because the session in June won’t be about WHAT we change, but HOW we change it. A little less conversation, as someone once suggested, and a little more action…

In June’s session you’ll be invited to join a ‘lobby group’ for the OneThing that you personally would most like to see changed. If, for example, you want to see the key media industry metric move from ‘opportunity to see’ to ‘opportunity to influence’ then you join that lobby group. If however you would rather see the industry change to establish a new pitch process to identify the right people and the right ideas for the business, you join that one.

The point is that the debate isn’t about WHAT we change, but HOW we change it.

We’ll be developing some interesting forums for the suggestions and debate, but for now there’s only one question … let’s start with some answers on a postcard to the below comment thread: In this crazy changing awesome industry in which we work, what OneThing would you like to change, and why?

  • Chris Stephenson is the strategy director of media agency PHD and the curator of Change One Thing at Mumbrella360. Over the coming days we will be announcing details of the event’s industry curated sessions. Early bird tickets for the confernece are on sale now


  1. Ash Tag
    21 Mar 12
    1:03 pm

  2. I would like to change the casual lack of warmth and support that increasingly characterises the industry.

    I think people have just grown used to: not replying to emails, not giving/getting proper feedback, not treating their staff with the warmth everyone deserves, not respecting people’s time and what’s really important in life.

    Everyone is out pitching, everyone is busy, everyone has back-to-back meetings, everyone has to hustle. Yet this is no excuse.

    In such a small industry, those who remember to take the few minutes to speak to, encourage, and interact with anyone who asks of their time, stand head and shoulders apart.

    As an industry, ours is being eclipsed left, right and centre when it comes to the career-decisions top graduates make – the unforgiving nature of it is part of the problem I think.

  3. Berg
    21 Mar 12
    1:54 pm

  4. s**t pay for a start

  5. Greg Smith
    21 Mar 12
    3:24 pm

  6. I’d like less media, so I can spend less time looking at extra media. Oh wait, I can do that by ignoring most of it (and I’m not just talking online media). I regularly throw out most newspaper inserts. Last Sunday there were 11, and the (news)paper made 12. No, I just don’t have the time. Life awaits. The trick is to focus on what is important/interests you. The problem is finding it.

  7. Ad Nerd Gone Wild
    21 Mar 12
    9:20 pm

  8. I would like to change your lack of attendance at Ad Nerds Gone Wild, home boy.
    “Run and tell ‘dat, run and tell ‘dat”
    You better be there, or I’m gonna **** your shit up….

  9. jean cave
    22 Mar 12
    6:59 am

  10. Less text . . more pictures and diagrams.

  11. Craig
    22 Mar 12
    7:56 am

  12. I’d like to see agencies admit it when there is something they are not good at and refer people to a non-affiliated expert rather than saying they have the expertise and delivering poor (and over-priced) outcomes.

    Generosity and paying it forward builds reputation. You may not get my work today, but if I have a good outcome from the suggestion I will come back to you.

  13. richie
    22 Mar 12
    10:56 am

  14. I agree with @craig, stop phoning in expensive crap

  15. Ben Wood
    22 Mar 12
    10:36 pm

  16. That each media types trend are reported impartially. Digital tends to be reported on global scales sometimes to exagerate impact. Ipads sold 3 million worlwide. Yes impressive in short period of time but we do have a few billion people. They are becoming more common, but on an average train journey there might be 2 out of 60 with an ipad, 1 with a kindle, less reading newspapers but MX outstrips anything. Few rudely listening to music

  17. Ben Wood
    22 Mar 12
    10:38 pm

  18. Re comment one ; agree

  19. Logic
    22 Mar 12
    11:42 pm

  20. i’d be good to see some demonstrated actions to try and deliver on this manifesto – http://mumbrella.com.au/mumbre.....esto-48697

    Beliefs are sort of worthless unless they are practiced. As someone in the industry I don’t think most of the above manifesto is even remembered let alone practiced.

  21. Richard Bland
    23 Mar 12
    7:50 am

  22. I’d like to see less no talent knobs in the boardroom masquerading as chief creative officers

  23. Groucho
    23 Mar 12
    9:45 am

  24. I’d like to see more educated people in management using intellect to advance business instead of boys and girls whose parentage or political skills enable them to climb over the bodies of the people who really make the difference.

  25. ANOM
    23 Mar 12
    2:54 pm

  26. @Groucho – Agree!
    I’d like to see people in media less arrogant and to simply take their heads out of their arses! We aren’t curing disease/world famine…your ad ran out of position by 1 page…and so?…..We need to remind ourselved this and that this is a fun industry to be in and that we are lucky to be involved in the work we are, not to mention the free lunches/ tickets to this, trip to there etc etc….Common deceny and polite manners cost nothing!

  27. Richard Moss
    26 Mar 12
    1:21 pm

  28. Well, if all the afore doesn’t tell you that very little has changed I don’t know what will.

    Of course the world is changing, of course there are new ideas, new avenues and different ways of achieving old ends, but this isn’t new in its self. Change is change and that is all it is, nobody can say that it is for the better or that it will be long lived.
    Radio and television killed variety theatre, Films killed the legitimate theatre, printers rule went west with Linotype and then it all went west with the digital age. We still drink tea and coffee in a cup, we still fall in love and get married, we still love our kids and look forward to a better world. Let’s worry more about people skills about working together as a family of happy talented people.
    Oops, it looks like I’m saying much the same things.