John Preston: We sold because Match couldn’t compete on data/tech with the multinationals
The CEO of Match Media has explained the reasons for selling to Publicis saying he does not believe “independents at scale” in the future would be able to compete with the big multinational media agencies.
Speaking to Mumbrella about the deal to join the Blue 449 Network John Preston said: “It is absolutely true and Match could survive over the period of the next 18 months quite comfortably but can it survive as a stand alone? I very much doubt it.
“We really scoured the market to try and find a partner that would fit that future piece. What would make Match viable or indeed could we partner with a network that would make us more a force to be reckoned with in the marketplace?”
Preston said the decision was really driven by the need to compete in the data and technology space.
“We were attracted to the fact (Publicis) have a real mission to focus on digital and technology,” he said.
“The acquisition of Sapient Nitro, you think about the digital capability that they have worldwide – they have this real stamp of authority and are being much more active in the digital space and with that the ZO group had this wonderful, wonderful opportunity to set up a whole new network.”
He also confirmed that while Match Media will retain its name in the short to medium term – describing any immediate change as “commercial suicide” – they would eventually have to look to rebrand the agency as Blue 449.
“In this market the goodwill of Match Media is strong and so potent right now it would be commercial suicide to change the name to Blue 449 today,” said Preston.
“But at some point I firmly believe that Blue 449 will be such a strong brand name that we would look at the good will and potency of that name and weigh it up against Match Media.
“I’m not saying never but I’m saying right now we are staying Match Media until we come to a point where we feel it is appropriate to migrate to the Blue 449 name. But we are firmly part of the network and we are powered by Blue 449 and ZenithOptimedia and in turn, Publicis.”
Challenged on whether some of his fellow indies, such as Bohemia, Slingshot and Nunn Media, might be in a similar boat on the challenge of technology and data Preston said he fears it would for any “independent media agency at scale”.
“It is going to be very difficult for the independents at scale, who are competing directly with the multinationals, to keep up with the pace,” he said.
Nic Christensen
Read John Preston’s full Q&A on the future of Match Media here.
If challenge of technology and data is so obvious for independent media, just how is Bohemia still playing up the ‘Brain’ and supposedly winning clients?
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The big agencies are already becoming surplus to requirements on data and technology
Bigger players from beyond media are stepping in with much more powerful data and analytical capabilities.
Our view is that creative connection agencies will be resurgent because at least the creative and partnerships elements of connection can’t be automated
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It isn’t the multinationals that are going to be driving the development in data and technology.
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Such a shame to hear John say independents don’t have a future in this industry. Big so rarely equals better. If it did then the logic of a global group like Publicis aquiring a small local shop is flawed.
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Just because you can’t see the future doesn’t mean there isn’t a future.
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Size doesn’t matter 😉
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