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THE MEDIA SEP 2018 e-book

MEDIA AGENCY “The reality is that media agencies only have one real threat – ourselves. If we cease to grow, develop, and oFer value to clients, then we will cease to exist.” is increasing. This then leads to a secondary threat (or reality) of clients taking media in-house”. Federico De Nardis, CEO of GroupM, who recently arrived from Europe, stresses that local media agencies cannot afford any complacency in thinking that “it is business as usual”. In a similar vein, Botha believes “the reality is that media agencies only have one real threat – ourselves. If we cease to grow, develop, and offer value to clients, then we will cease to exist. We need to continually show the value that we bring (that others can’t) – then we’ll be OK”. Evolve agencies to embrace change Dearnaley argues that it is the responsibility of leaders to evolve their businesses to embrace change and mitigate the threats. She cites the rise of digital as once having been a threat to the traditional media agency, but points out that PHD now has a 20-strong in-house digital team. The profitable and successful embrace of digital is a recurrent theme among local agency leaders, providing a reassuring example of the industry’s ability to evolve. Echoing this, Carrapichano suggests that independent agencies and smaller shops have the benefit of being nimble and agile, allowing them to adapt to this fast-changing ecosystem. For her, the key has been to keep in touch with her client’s requirements, “adapting and evolving as the market needs, reviewing our services and diversifying”. From the global network perspective, Dovey argues that media agencies have to provide the “intellectual input” to lead clients in navigating the disrupted environment. There is an advantage to having access to experiences from a range of developed and developing markets. But Dovey also points to the advantage of scale. This is not simply about delivering trading clout, but also the ability to invest in better research and being able to amortise the costs. We are location experts and through our Location Intelligence Data Stack and Propriety Location Tools we are able to cross-over between the digital world and the physical world to understand and activate audiences eectively to achieve business results for our clients and saving them money. We can gain an understanding of where audiences are based on various data sets (social, demographic, point of interest and behavioural) which we combine to help us plan OOH and location strategies smarter for our clients, answering the WHERE question using data. www.posterscope.com


THE MEDIA SEP 2018 e-book
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