Magazine article ADWEEK

Missing in Action: One Effie Judge Laments the Lack of Media Integration

Magazine article ADWEEK

Missing in Action: One Effie Judge Laments the Lack of Media Integration

Article excerpt

Agencies are full of it: They aren't integrated. They all talk about it, but most guys from the agency couldn't even name the media guys sitting at the same table with them at the pitch." This is a quote that I heard a couple of months ago from a onetime client and current friend who has just gone through an agency selection process. At the time, I wrote off the comment as another of his hyperboles--everything is either the "best" or the "worst" with him. Of course we are integrated. One can't read the trade press without reading about possible rebundling, the importance of channel selection etc., etc., no?

As of last week, I think he might be right. I was asked to participate in the Effies judging and had the opportunity to review 11 campaigns, all seeking to show how their specific understanding of the marketplace, target, strategy, selection of communication channels and creative helped create stellar effectiveness for their clients.

Although 11 entries by no means constitute a representative sample, there was a sameness, an appalling sameness, to all but two of the entries--most of the agencies hadn't seemed to involve media anywhere in their process.

Despite the entry form specifically asking for target audience information, the rationale for channel selection and how media was used to help achieve the campaign goals, nine of the entries didn't bother to mention any of these.

Indeed, the "targets" for these nine were as groundbreaking as "adults 25-54" and "people over 25. …

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