Former Johnson & Johnson marketer: ‘Mediapalooza is driven by rise of procurement’
A former vice president for Johnson & Johnson in Asia Pacific has blamed the growing power of procurement for the spate of global media reviews which have put almost $250m of billings in play in the local market.
L:R John Preston, Kate McClymont, Rowena Millward
Rowen Millward, the head of Seven West Media’s client partnerships, told a forum this morning: “I see in the industry there is a lot of focus on cost and efficiency and I think a lot of the pitches happening at the moment have been driven by a fear of missing out.
“A lot of clients are jumping on to that bandwagon not necessarily because all of the relationships are broken – a lot of them aren’t broken – but cause there is a fear.”
Those that place price over value will never achieve effectiveness. Effectiveness has nothing to do with price. Be very careful. There are plenty of “advisers” who preach value but are themselves unable to keep their own eyes off the price.
These people are worthless in the review process. The cannot distinguish between the two, reinforce the views of price-oriented procurement people and delude both their client and themselves that somehow price is a component of effectiveness.
I’m not in the game of cost per this or cost per that. I’m in the game of effective communications.
What’s the price of success?
Alan Robertson
Kinesis Media
Good luck.
For those of you who weren’t there, this panel discussion was about the importance of trust in business and the panelists’ personal perspectives on how trust plays out in their respective working relationships with clients, criminals, agencies and carnivores.