Reflections On The 1998 MRG Conference, Nice
Belinda Beeftink’s opening address as chairperson of the MRG talked of researchers “growing up” – a couple of hours later the traditional researcher had been gunned down with scarcely a whimper in response. The assassination, subtle in some cases, merciless in others, had been led by client, research company and independent media strategist.
The last was the most damning. James Walker’s hugely egotistical – somebody told me he was starting a new company but I’ve forgotten its name – but ballsy approach won very few friends, but had traditional researchers in the shape of Peter Bowman, chair of this session, threatening suicide rather than retaliation. True, Walker’s speech was probably largely aimed at just one delegate (the only client in the room) but much of it made sense – the trouble was all of it only made sense if you were James Walker.
A bit cryptic perhaps, but it seems to me that the media research star is certainly continuing to rise, but with a series of re-definitions. The traditional researcher is far from dead in my view. The Bowmans, Hiddlestons and Husseins of this world bring much to the party, but it is a very different – and largely complimentary – contribution to that provided by Walker and other media strategists such as Andy Tilley and colleagues at Unity. Some of the camps seem to break down as follows.
Traditional Media Researcher – Experience, JIC expertise, involvement in ad-hoc projects with clients.
- Bowman, Hiddleston, Hussein.
Media Strategist – Broader business background (Henley, MBA, client company eg.)
- Walker, Owens (maybe).
Communications Strategist – Uses business and research angles. Uses true media mix including PR and new media.
- Tilley, Jon Wilkins.
Database Strategist – Working with clients using media data, data models and client data.
- Apollo at New PHD, BMRB with Barclaycard.
Economic Strategist – Greater use of econometrics alongside some of above.
- Ian Fermor at Billets.
Media Consultant – probably grown out of initial auditing relationship
- Media Audits, Barsby Rowe.
New Media Consultant – identifying new media as a specialist area, but coming from a media background
- Paul Longhurst, now with BLM as of last week.
Hugely simplified of course as many overlap, but it does show the very varied uses media research is now being put to. Clients can pick from the menu above and mix and match, but the most powerful relationships will surely be those that can have most direct bearing on sales or on advertising budget decisions. For that you need to understand the client and the market and the media opportunities – it is not essential that you have an MBA or come from a client background, nor from the Henley Centre for that matter.
After the 1995 conference I picked up on the “communications analyst” tag in our Newsline round-ups. In both 1995 and more so in 1997 I thought the lack of new media papers was a disappointment. I express an interest and a bias but I felt the same here. Paul Dyson’s study of how to research the net was scratching the surface of this new medium – I felt the conference needed more. Andy Tilley raised the point in passing that the MRG ought to incorporate communications – perhaps, in all seriousness, it is worth considering the MCG – better known at the moment as an Australian cricket ground where we will get stuffed over the next couple of months, but the Media and Communications Group.. ?
It was a good conference with well-presented and often provocative papers in most cases, but this is an opportunity to build on the enthusiasm, and to adapt slightly for the future. A slight realignment would perhaps afford the opportunity to encompass and fully involve more of the Andy Tilleys, Paul Longhursts and new media specialists who would bring another dimension to the group without dismantling the basics.
It is also a great shame that the conference draws so few media agencies – I made it just over 20 delegates including a few speakers from this part of the industry. The MRG does not make enough industry noise. It can put on a conference like this, which shows it understands the big issues as well as the detailed ones, but now to the outside world all will be quiet again for a while. MediaTel’s Newsline reported daily and diligently – as you would all expect – but no Media Week (although they have lifted several of our news items for today’s issue and given us one little credit – thanks Patrick – p2,3,6), no Campaign. The MRG (or better still the MCG) ought to always be the first spokesperson on media and communications issues.
This can be achieved, and the name change would afford the first publicity opportunity closely followed by a planned set of opinion pieces, seminars and evening meetings, which build on these. MediaTel can supply its own write-ups to the trade press, but that is still rather anonymous, not the same as a “media personality”. There are plenty of people in the MRG/MCG ranks who could do this, do it well and keep the MCG top of mind right through to the next conference, which might then draw a better agency contingent. How about asking James Walker to take on the role?