John Preston is wrong: independents can do data, and do it well
Slingshot CEO Simon Rutherford takes issue with Match Media founder John Preston’s claim it had to sell to Publicis Groupe last week because independents cannot compete with bigger agencies on data and technology.
One can only admire and congratulate the Match team on their recent sale and on taking out the Mumbrella Media Agency of the year award, it’s well deserved and just rewards for all of their efforts.
Over the past 12 years and in particular for the job they have done in scaling their business in the past five years.
However, on behalf of the independents I would like to challenge John Preston’s view of the reasons for the sale.
Smoke and mirror is prevalent in the independent scene too Mr Rutherford. Exhibit A:
“… As a mid-sized independent we have profoundly changed the way that we work now that we have full data expertise in the agency.”
Just how on earth do you have the said data expertise when frankly nobody’s really able to define the said expertise right now?
#Funny that……It’s about having the right people. Having people with 30 years experience in data, statistical regression, propensity and maximum likelihood modelling, scientific method, experimentation, measurement, economics, finance and computer programming is a good place to start. There’s a very big difference between having a data scientist and an analyst. We prefer to help our clients in looking forward, not just spitting out historical reports.
Well done Simon on a great article and Congratulations to Match!
Indies are growing in number because more clients want to work with us. Why – the freedom to choose the right solution for their business.
What I love about being an Independent agency in this new technological world is that I am able to consider all data and technology opportunities for my client.
If you look at DSP’s for example, clients are wedded to one Global agency trading desk. The trading desk may or may not move fast enough with technological advancements.
Indies have the luxury of utilising any of the best DSP technology to build the most effective client campaign. Currently we have relationships with nine DSP providers and use a number of them to develop the right campaign.
Clients are demanding better recommendations and Indies are well placed to give it because we are not limited by one piece of technology which must be sold to every client. Leading Technology is at our finger tips and we are using it.
“Indies have the luxury of utilising any of the best DSP technology to build the most effective client campaign.”
This is not unique to indies. Why do the ‘indies’ trot out these misleading lines?
I think that is part of the point – one key factor in recent developments in data analytics and technology is that it has been amazingly democratising. There is nothing in this space the big agencies bring to the game that indie agencies can’t access as it is not the big agency groups that are developing these capabilities.
Slingshot do some great work, and independent shops will no doubt have a place for clients that want to play the ‘long game’.
Various forms of ‘data partnerships’ can help the smaller guys achieve scale in their offerings as long as they are the right ones. For any indy to survive in the data/ad tech race, the trust relationship is paramount between client and agency as they both need each other to help navigate it all.
Slingshot do some great work, and independent shops will no doubt have a place for clients that want to play the ‘long game’.
Various forms of data partnership can help the smaller guys achieve scale in their offerings as long as they are the right ones. For any indy to survive in the data/ad tech race, the trust relationship is paramount between client and agency as they both need each other more than ever to help navigate it all.
Great article and I agree, some of the most innovative work comes through independent agencies who are agile and focused on client objectives rather than operational efficiency at a global level.