4:10: How JAA embraced being an underdog agency
11:55: Why marketers should be less risk averse to get more for less
17:11: Overcoming the performance marketing “addiction” to Meta and Google
24:24: Strategies and tactics for brands to take advantage of their Underdog Advantage
36:58: Everything is media
Is being underestimated a competitive advantage? An eagerly anticipated book for the marketing industry argues that underdog brands and agencies have a lot of tricks up their sleeve – if they know how to use them.
Richard Temple is the CEO of independent media agency JAA Media. David Meikle is a business consultant and author who has worked in leadership roles at Grey Advertising and Ogilvy. His earlier books include How to Buy a Gorilla and Tuning Up.
The Underdog Advantage will publish this month, arguing for the little guys out there and offering tips on how to punch up.
The topic is especially timely as The Media Leader gets set to host the Challenger Stage at this year’s Future of Media London event this week. The stage aims to host discussion and impart advice for independent agencies and their often smaller, challenger brand clientele.
Host Jack Benjamin caught up with Temple and Meikle in October to discuss the book and the challenges and advantages of being a challenger in our industry.
Listen here.
Thanks to our production partners, Trisonic, for editing this episode. Discover how Trisonic can elevate your brand and expand your business by connecting with your ideal audience.
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