State of the Media survey: Complexity and agency relationships frustrate marketers

State of the media

L:R Lamb, Perrin, O’Brien, Woolley, Shrivell

Marketers are struggling with the increasing complexity of the industry, the challenges of managing their agency roster and are questioning the industry’s measurement of effectiveness across channels according to the latest State of the Media Industry report.

The survey conducted by MediaScope and TrinityP3 of 286 respondents from across the sector, was presented at Mumbrella360 this week, and drew out a number of key industry issues that were frustrating marketers and agencies alike.   

“There’s two key things from the survey. Things are generally seen to be improving but there is even more complexity in the market,” said Darren Wooley, founder of TrinityP3.

A summary of some of the findings can be seen in this video:

“This idea that everything is becoming blurred because of creative agencies moving into media and yet the media side of the industry seems to completely ignore that the media agencies are also moving into creative.

“Then there is this push into data and analytics and the fact that the industry hasn’t come up with an attribution model for measuring cross channel effectiveness — this is really becoming a hot topic.

“The ANA in the US has announced it is pulling together an industry working group to come up with an industry standard for cross channel measurement where as Australia we are likely to end up with 10 or 12 different models.”

According to the survey remuneration and agency business structures, training/recruitment and fragmentation across aid, owned and earned media channels were issues frustrating agencies.

Media owners reported disconnect and miscommunication – between media, agencies & marketers and the challenge of keeping up to date in a fast moving market were among their challenges.

Woolley was joined by a panel that included Barry O’Brien founder of D212, Annick Perrin from Starcom, former managing director of TMS Andrew Lamb and MediaScope’s Denise Shrivell.

O’Brien told the audience that while the debate around bringing media and creative agencies together would continue it did not make sense from a resource point of view.

“I think the horse has bolted in a form of having a strategic person involved in the agency I get all of that but to go an put all that resource in terms of digital, buying or whatever else,” said O’Brien.

“Businesses have moved on a long time ago since the change. To go and reinvent the whole thing would be a massive change.

“The question is what is your focus? All of a sudden you’re the media agency then you’re the media/creative agency.”

Perrin told the audience that she did not believe the full service model worked for most clients.

“If I was a client there is no way I would want to go back to a full service agency,” said Perrin.

“You have a choice now where you can work with a number of relevant agencies, Coca-Cola for example have 15-20 rostered agencies and they pick and choose based on the brand, brief purpose etc.

“I think goes back to what the client wants and what the brand needs.”

Nic Christensen 


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