Media and creative division and a lack of clarity on purpose hurting Australian agencies, says Hero COO

May 20, 2021 10:50

The Australian media and marketing industry is being held back by agencies lacking clarity in their purpose as well as having significant business divisions, says recently announced Hero chief operating officer, James Greet.

Speaking to Mumbrella for the latest episode of the Mumbrellacast (to be released this afternoon), Greet lamented the current agency landscape which he says is not keeping up with media fragmentation.

Mirroring what VaynerMedia’s Australian business director, Amy Bradshaw, told Mumbrella earlier this week, Greet agreed that there was a “ridiculous” divide between media and creative and that the current situation was uninspiring. He questioned how many media agency professionals had stepped foot inside of a creative agency to understand the creative development process.

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Damian Francis

I take care of the operations and subscription content at Unmade. I was previously head of content at Mumbrella and prior to that, editor of AdNews. I have been a journalist since 2004.