Mumbrellacast: The indies vs network agencies debate heats up again

It’s been a big week of movements in the media and marketing industry, with some key departures across the board. There’ve been a swathe of changes across 72 and Sunny, CHE Proximity, and Saatchi & Saatchi. Significantly, Leo Burnett CEO Melinda Geertz has announced her departure, and she’ll be replaced by recently installed Sydney CEO Emma Montgomery. Meanwhile, Nikki Warburton has left the CMO role at Audi. The team dissects these key moves and what they mean for the wider industry.

With the Olympics now less than a month away, the Australian Olympic Committee launched a new campaign with M&C Saatchi Sport & Entertainment encouraging kids to ‘Have A Go’. Meanwhile, Seven revealed the details of its ‘Favourite Ad Of The Games Campaign’, a contest aimed at creatives with a $1 million prize pool worth of spend across major Seven sporting events up for grabs.

Trust and transparency are the traditional factors when choosing to go with an independent agency over larger, holding company-owned agencies. But with the establishment of the IMAA (Independent Media Association of Australia), and more direct digital media buying, is it still inevitable that brands will move to the big end of town once they reach a certain size to get value and scale when it comes to buying? The team looks at both sides of the topic, explored this week in this feature on Mumbrella.

Finally, as part of Mumbrella’s ongoing coverage of the development of a new measurement by the outdoor industry for digital out-of-home,  Ooh Media CEO Cathy O’Connor tells Zanda Wilson how and why the industry is united with the OMA in its purpose moving towards MOVE 2.0. O’Connor also reveals what the transition from radio to outdoor was like, after her previous role at Nova Entertainment, and talks about why she’s more interested in unlocking the potential of Ooh’s core assets than looking to further diversify.

In the news

  • Some big departures from companies and agencies in the marketing world (01:37)
  • A new Olympics campaign plus Seven’s best ad contest (10:29)
  • A big push for indie agencies and the IMAA as they look towards the big end of town (13:45)

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Music credit: RetroFuture Clean Kevin MacLeod (incompetech.com)
Backbay Lounge Kevin MacLeod (incompetech.com)
Licensed under Creative Commons: By Attribution 3.0 License

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