If we want to play our part in not only preserving the planet but our industry too, we have to use our powers to bring about change.

Let’s be clear. Principal media only exists to make media agency groups more money.

Last week’s avalanche of news suggests that advertising still works, so if we improve what we do, we can deliver better results for advertisers and make the world a finer place. But how? 

Amid continued exposés of fraud in the open web and beyond, advertisers — as usual — have to sort things out for themselves. But first, they need to recognise their own need for change.

Media trading currencies remain crude in an era that demands sophistication. TV can lead the push to change this amid the abundance of data and research available.

Holding groups are increasingly using “principal-based” media trading models, but their lack of transparency goes against any progress made in client trust.

Digital commerce will change the face of the marketing industry and Omnicom has gone for a land grab in this fast-expanding sector. 

If the programmatic market resembles a car boot sale, as the latest ANA study suggests, then a more robust approach by advertisers and a flight to quality of execution should enhance the market’s status.

Brands have always grown stronger and faster when scoring in 6s and 4s by using ‘Big Media’ — not worrying about singles.

There isn’t some conspiracy; advertisers want to sit beside the benign and predictable, not the combustible.