Media planners need to use data, analysis and good old-fashioned common sense and judgement as a trusted advisor to advertisers, not as a credulous spinner of the established narrative or for commercial gain.
More Nick Manning articles
In a questionable open web, there is little evidence yet that ‘curation’ and accountability for ‘outcomes’ are effective and improve transparency. So what needs to change?
The big platforms continue to grow and brands keep pumping the fruit machine for that ill-defined ‘win’. But agencies can win this match against the giants.
It is more obvious than ever that principal media is damaging for the ad industry and even advertising itself. Let’s examine the reality of such non-transparent practices by some media agency groups.
The show proves that world-class content transcends borders and the British creative industries urgently need support and investment. Chris Bryant, please take note.
There is a risk that the automated, AI-led black-box systems touted by holding companies and platforms would be no more successful than their predecessors. I propose an alternative.
Advertising is an increasingly important business discipline that is gaining a political dimension. This could lead to new and different decisions in where adspend goes.
We have a fax machine TV trading system in the AI age. But the need for structural change can only be addressed with the full participation of the agency community.
Nick Manning has decided to write to Santa this year for the first time. Will he get his wishes?
Media agencies are under immense pressure. With new models emerging and more evidence of what advertisers want in the new world, change is afoot.