Dr Mumbo

Cowie’s digital Straya – home of the cost-per-Castlemaine

It would seem that Carat Sydney’s Martin Cowie may not have a massively high respect for his fellow agencies’ digiital credentials.  

Cowie, from the UK, modestly tells the London-based Media Week:

“Carat is ahead of the pack, with specialist departments in display, search and social media, but others think a CPC is a cost-per-Castlemaine.”

Continuing the booze-related theme, he reports back to his countrymen: “Australia is not famous for culture. Actually, there is plenty of theatre and even opera in a funny-shaped building. The social scene is good and the standard of food is generally better than in the UK. However, the beer is all the same – lager served cold and in small glasses. Rubbish.”

But there’s a nugget those in media sales at the outdoor companies might want to use next time they see him – he thinks he should be spending more with you. He tells Media Week: “Despite the fact nearly everyone is concentrated in five cities and spends their entire time outdoors, the out-of-home industry takes less than 4% of ad revenue. Work that one out.”


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