Last week NewsLine columnist John Harlow of Naked Communications gave his views on how media agencies should face the increasing diversity on offer for advertisers (see What Have The Romans Ever Done For Us?). As ever, we asked readers to let us know what they thought. Here’s what Dan Matthews of BJK & E Media had to say:
“It’s interesting to see John Harlow implore clients to steer clear of ‘vested interest’ media agencies when of course he has a vested interest in making the very same impassioned plea. Because unless John can convince a number of big-spending clients that what they really need in these recessionary times is a stand alone media planning agency, his shiny new company will become an unsustainable offering.
I’ve no doubt that situations arise where clients don’t get the best media planning because their agencies have an interest in steering them down certain media channels. However, this happens rarely, and it should be obvious to most clients when they are getting poor advice.
The reality is media agencies that are able to co-ordinate the implementation of media planning give clients far more sophisticated solutions than an independent planning outfit for a number of reasons. Firstly, they are able to tap directly into innovations media owners themselves are coming through with, as opposed to operating in an uninfluenced vacuum. And if you look at the increased number of iTV, cinema, poster, ambient or digital opportunities, you realise the importance in tapping into this knowledge.
Secondly, having a foot in both camps allows an agency to give the client deliverable solutions. These can be just as innovative, but with the reassurance a client needs that pipe dreams can be turned into impactful advertising.
Thirdly, the vision inherent in the best media planning stands a good chance of getting clouded when a strategy is translated into a buying brief to be handled by a separate buying agency. Without a stakeholding in the initial media thinking, buying teams may be unable to buy media correctly reflecting the planned intentions.”
If you have a comment to make on anything our columnists have to say, or indeed, any NewsLine article, we would be happy to hear from you at [email protected].
Subscribers can access ten years of media news and analysis in the Archive
