Media agencies are now being forced to understand a lot more than just media. For example, price. If you're working on a client that increased their price by 20% in two years, and they're not seeing the category penetration they're looking for. Is media really the problem? It's just a really interesting space to be in of having really frank discussions on the total business, whether that be financial services, CPG, hospitality or whatever. You need to understand the entire business and how their P&L functions. It's just an uncomfortable space for media agencies because it re scopes them a bit.
ROAS is not a goal! Like, it's just not - it's not, it's not, it's not, it's not, it's not! [ Laughter] How are we going to evaluate the success of a brand lift study? What are we measuring? [it's hard] getting our client contacts at the right level of seniority to articulate what it is they want to see happen in their business. And then how can media move the needle? Where is the right and appropriate place to leverage media to accomplish that goal?
Having clients with multiple stakeholders who have different objectives that are counterintuitive to one another. We have procurement led accounts, for instance, which complicates the strategy since each stakeholder may prioritize diverse outcomes that don't align.
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