Why media and creative should be back under one roof
As someone who has led strategy across both media and creative agencies for more than 25 years, Giorgia Butler, chief strategy Officer at Innocean Australia, explains why there’s no joy in division.
I’ve seen the devastating effects of the division in our industry first hand, too many times, and for far too long.
Katy Perry might say we’re hot and we’re cold. Lady Gaga might call it a bad romance. Someone younger than me might have a less dated music reference. No matter which way you roll, the relationship between media and creative agencies is still a bit of a toxic on-again off-again situationship.
Once upon a time, we were unified, working seamlessly under one roof. The industry thrived on collaboration and cohesive strategies that produced some of the most memorable campaigns in Australian history. From Dougie the Pizza boy to the Gobbledok, the work was working, but many of the industry players were ‘Not Happy Jan’.
you seem to have a somewhat inaccurate view of how agencies charge and it’s scary to see people liking that comment
1. no agency ever sends that many people to a meeting.
2. that approach would be counterproductive because almost always the agency’s fees are agreed up front at the beginning of the year or project, so sending a ton of people to a meeting actually does the opposite of what you’re suggesting and makes the project less profitable.
3. I can’t for the life of me understand how an agency makes more money off a 90sec TV ad? 90 secs can cost more in production budget and media spend but that isn’t reflected in an agency’s income.
Don’t make out it is all about delivering for the client when you come from an industry that sends 15 people to a meeting to get your billable hours up.
Are you advocating for media and creative to come back together because you are already seeing the impact AI is having on creative fees?
Or is it because once you have the media remit you can finally push through that 90” TVC you have always wanted to create? How lucky for you it is also the thing you can charge the client the most for.
I’ve been in this business 30 years – do you know how many times I’ve walked into a Telstra meeting when they arrive with a cast of thousands two speak the rest say nothing . Fix your own pnl before accusing agencies of any largess .
What a great article!
How can ideas be ‘brilliant’ if they’re not right for where they’re meant to live? The only good idea is one that works.
Great article. Separating media and creative was always a big mistake.
Please stay a client – you wouldn’t last a day in an agency .
We can all agree that the relationship between creative and media is fractured. BUT, I do not see how one full service agency would be able to do both disciplines effectively. The first challenge is the fact that the payment structures are just so different, there will always be a conflict over creative and media profitability. Secondly, media agencies require so many different specialties under the one roof now than they did 30 years ago. A media agency in 2024 can now offer strategy, client service, ATL planning and trading, programmatic, performance, SEO, research and data & analytics which is already a challenge in itself trying to get them to work altogether let alone adding in creative into the mix. I think we need to find other ways to create better collaboration other than making them operate under the one agency which has the potential to water down both disciplines.