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.
More Nick Manning articles
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.
Advertising: Who Cares? aims to make advertising and its ecosystem better. But what can we practically do to design a better future? Here are some immediate focuses.
Media is now funded by divergent groups of big and small advertisers. There’s no going back, but we need to build an industry where all are united by making their advertising work harder and being sensitive to how they do it.