Magazine article Marketing

Measuring It Kills off Media Relationships

Magazine article Marketing

Measuring It Kills off Media Relationships

Article excerpt

We all wonder occasionally what goes on in our loved one's mind. The more suspicious of us may sometimes even entertain fleeting doubts about their, er -- fidelity. The seriously jittery hire a private eye to check up on their movements. But what depth of paranoia have you sunk to if you end up not trusting your rented sleuth either? Do you hire another one to keep tabs on -- if you'll forgive the expression -- Dick No. 1? Or do you just go gently but irredeemably loco?

Over a glass or two of medicinal grog on board the Canberra last week, an apparently normal and well-adjusted client suddenly confessed to me to having exactly this degree of mental torment. Sickeningly, for my frail constitution, the story concerned not the real or suspected sins of their lover, but, even more shockingly, their media buying arrangements.

It seems the client uses a well-known and respected media independent. They have a reputation for toughness and delivering good value media. Fine. The people on the account are apparently keen, hard-working, always coming up with new ideas, and good fun to boot. Even finer. The client, openly accepting that they don't know everything about media and certainly don't have the time to learn, had taken the increasingly common step of bringing in a third party auditor to assess the performance of the media independent. Still fine.

Then came the dreaded admission, the sure sign of imminent and frothing dementia: they were no longer very sure about the auditor either. …

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.