Opinion

Have your say on the Mumbrella360Manifesto

PHDChrisStephensonIn this guest posting, PHD strategy director Chris Stephenson urges the industry to have a say on the creation of a new manifesto for the media industry at Mumbrella360.

The week after next, the key challenges and opportunities facing our media industry will be discussed in an entirely new way.

We will agree on what we believe. And we will write – live and in realtime – a manifesto. A manifesto for change. One that we all agree on. One that we can signal to everyone who works in our industry. One that we can signal to clients. One that frames the conversations between agencies and media owners. A manifesto that galvanises our industry into change.  

Mumbrella360ManifestoChange, it is said, will never be this slow again. Australia’s media planning and buying industry – like others around the world – is witnessing fundamental shifts in the media landscape.

The impact of digital communications and technologies, the disintermediation of the broadcast interruption model, DSP’s and trading desks, social media and socialisation of advertising, fragmentation of media planning and buying services into digital and creative agencies and the monetisation of communications revenue in an online-oriented world to name just a few.

This is combined with increased pressure on margins from the fragmentation and commoditisation of media, and influence of procurement in marketing; but also – as has been highlighted recently – from increasingly high churn and challenging staff retention rates.

The debate starts now, and you are invited to shape it. You can be a part of the first satge, whether you are able to be at Mumbrella360 or not.

In the Manifesto session at Mumbrella360, several workstreams will debate the issues that we feel are most important, and capture agreement into several statements of belief. Which streams make the session are up to you … below are the options – please vote for your top five choices. The debate … your debate … starts here…

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