Now’s your chance to have your say on The Big Media debate

By June 3 2010, 6:00 am 4 Comments
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Following The Big Media Debate on 21 May and the article in Campaign on June  3, NI Commercial now want the industry to have its say with the aim of  finding solutions and establishing best practice within the advertiser, media owner and media  agency communities.  

 

 

•  One of  our panellists suggested a media regulator should be set up to monitor media buying and selling.Do you agree and if so how should it work?

• Should auditors be examined?

• What is the role of agencies and what should the  future agency business model look like?

• How should we measure value?

• Tell us what you think and together we can define the steps that an industry group should  decide upon in the next year to change the trading environment for the better.

 

  • Jeremy Lee

    Media trading is a dark art at best and downright crooked at worst and I can’t imagine at least two of the stakeholders – agencies and media owners – relishing having light shone on some of their grubbier practices. Indeed it could potentially jeopardise some of their futures.
    Nonetheless I can’t believe that advertisers are unaware of some of the issues and should take some responsibility for their creation.
    Auditors can hardly claim to be the honest brokers they wish to be seen as – snouts in the trough and providing a fig leaf of legitimacy to the industry. But it has always been thus and I can’t see their being a greater appetite for scrutiny now than previously – too many skeletons, too much vested-interest.

  • Ian Darby

    What came throgh loud and clear in this debate was that the clients involved just aren’t really interested in media. They seem too busy and too disinterested to worry about media so entrust the auditors with doing their work for them. In which case, they get what they deserve.

  • john lush

    Full service agencies is the answer. If I were the client I’d give a full and frank brief to them, and get them to tell me what they can deliver with costs attached, across creative, production and media value, It would then be possible for the client to assess easily what’s best for them, and cut the auditors out of the mix, and putting more cash on the marketing table.

  • Nick Manning

    Jeremy, given your track-record in the acute observations department, I am genuinely surprised that you have such an old-fashioned view of media auditors and their role.

    ‘Snouts in the trough’ is not an expression that our clients would recognise as applying to us, although maybe the more unenlightened agency folk might subscribe to it.

    And we don’t purport to provide a ‘fig-leaf of legitimacy’ to the media trading industry, we simply provide clients with a service that they find increasingly valuable in a world that is constantly changing.

    Clients aren’t at all uninterested in media, but they need specialists to help interpret the frankly bewildering and dynamic market for them.

    That’s what we do and I think the agency and media owner world generally accepts that now, and perhaps also reluctantly accepts that we have as much right to a client’s business as the agencies do.

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