Time to end the ‘calendar juggling nightmare’ of upfronts says agency boss

The Melbourne boss of media agency PHD has called for media companies to dial down their upfront events because the industry is struggling to fit them all in.

Nine’s upfronts event was a shiny-floored extravaganza

The call from Simon Lawson posted on LinkedIn came hours before Seven West Media unleashes its Allfronts presentation in Melbourne, which sees the company fly in marketers and media agencies from across the country.

Earlier this month Nine presented its plans for 2018 to a 1000-strong industry audience at Fox Studios in Sydney. And in a couple of weeks, Ten will share its own plans with the industry.

Lawson: It feels like everyone is doing upfronts

Recent years have also seen upfronts-style presentations spread beyond TV to other types of media companies. Lawson wrote:

“If you’re a major television advertiser or someone from a media agency with responsibility for a major advertiser’s television budget, then you will have seen the Upfronts season grow from something like a standing start ten years ago into the calendar juggling nightmare that it can be today.”

He added: “Now it feel likes everyone is doing them including all of the television networks, the big digital players, some of the out-of-home companies, even cinema.”

Instead, Lawson suggested: “Why doesn’t someone create a two day event, of genuine value, into which all of the key media owners who want to host up-fronts could purchase a 2-hour slot with which to promote their new offerings?”

  • Declaration of interest: Last year, Mumbrella launched the 360fronts, run in parallel to the Mumbrella360 conference, based on a similar concept to that proposed by Lawson

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