BOTW: Adland’s big beasts on the move; Playing the NPS game
Welcome to Best of the Week, edited on a grey, drizzly day in South London while you were sleeping.
Today: Big moves for The Monkeys, M&C Saatchi, and Mamamia; the consumer sentiment weather forecast; and NPS shenanigans.
Unmade’s end-of-year roadshow kicks off the week after next. Join us at Compass in Sydney on November 14, Melbourne on November 21 and Brisbane on November 22. Unmade’s paying members get a complimentary ticket as part of their membership. Upgrade today.
Fast and furious
Tim Burrowes writes:
Topics
M&C Saatchi
MI-3
Monkeys
Natalie Harvey
NPS
premium-tag
Scott Nowell
Seven West Media
Steve Coll
Unmade Substack
Unmade Substack
Hang on a minute… someone is patting themselves on the back for a NPS of 4?!? That’s the real story!
But isn’t NPS all relative? You don’t have to be empirically “good”, just “better”, in order to be “best”.
It’s relative within categories, but there’s still a general acceptance of ranges that reflect brands people actually like (I generally say 70+ is a great brand).
A score of 4 for instance could mean you have, in a sample of 25 people: 8 detractors (score of 6 or less), 8 neutral (score of 7 or 8), and 9 promoters (score of 9 or 10).
To only have 4% more people as promoters than detractors, for a b2b media brand, is not great. Not something I’d be advising them to promote.
Hi Tim, About a week ago you mentioned Mi-3 in a newsletter and I nearly wrote back to you to say to ignore them…I dont see any point in drawing attention to them at all. There is enough to concentrate on here, with UnMade and Mumbrella. If you talk about them, are you not highlighting an insecurity? Keep on marching forward!
Isn’t unmade mostly subscription based? You can’t compare a walled off subs content product with a free content model product in nps methodology for pretty obvious reasons. They are in no way like for like. Mi3 says it goes to 10k people. How many of those have a sub to Unmade? How do those without a sun judge the value of Unmade? It’s a bit of a dumb mistake to make or if deliberate pretty misleading. Is Mi3 really owned by media I? I can’t find that info anywhere.