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Claims live streaming their work could increase media agency transparency with clients

Adam Ferrier

Adam Ferrier

Live streaming between media agencies and clients could increase transparency in an industry “that badly needs it”, according to a leading consumer psychologist.

Adam Ferrier, global chief strategy officer at Cummins & Partners, said becoming totally open about the daily workings of the agencies could build better relationships with the brands who are paying for their services.

Transparency in dealing with media agencies has become an increasing issue for marketers in recent years.

The idea was sparked in a conversation following the keynote presentation at the Marketing Science Ideas Exchange (MSIX) conference in Sydney from Michael Norton, professor of business administration at Harvard Business School, who said customers have a higher opinion of businesses that provide a level of transparency which actually shows them working.

Ferrier said: “Imagine taking the process of transparency and adding value.

“If media agencies were brave enough to put live streams and cameras up in their offices, clients could see the people at the agency working for them.

“It would reduce the guess work and wondering around what the media agency was doing for their money and increase transparency in an industry that badly needs it.”

Michael Norton

Michael Norton

Norton’s keynote speech at MISX 2015 covered how people can build brands through transparency.

He said the key element was not just businesses showing their honesty through a communications effort, it was a case of businesses actually visualising their work to customers.

“Seeing people work is psychologically powerful,” he said.

“People who use websites that show their search process tend to think ‘the algorithm is working harder for me’, even if the results are the same.

“People are prepared to wait if they have the visualisation of the work being done.”

One example he gave was the Dominos Pizza Tracker app, where people can see what stage their pizza is at in the making process and how long it will be.

Recently Dominos launched its GPS Driver Tracker in Australia, allowing people to follow their pizza on its journey to their home during deliveries.

Kevin Bradford

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