Magazine article Marketing

Opinion: Marketing's Big Debate at Media 360

Magazine article Marketing

Opinion: Marketing's Big Debate at Media 360

Article excerpt

Do advertisers still need specialist agencies to deal with media owners?

In Marketing's first Media 360 panel debate, marketers, media owners and agencies will explore the role of the media agency amid evolving technology, audience shifts, procurement and media deflation. We took the pulse of the industry ahead of next month's event.

MAYBE - Ben Pearman, Marketing director, Birds Eye

Media buying can appear an opaque business. For busy marketing departments the easiest thing to do is trust the agency's expertise and occasionally get your auditor to confirm you are getting a good deal But there are alternative models. For all the talk of media fragmentation, there are still plenty of media owners offering decent coverage. Under the right circumstances, most would be happy to consider direct deals to unlock both value and innovation.

Why don't more advertisers try it? First, it is complex and requires expertise and additional heads. Second, what you gain in partnership and cost you can lose in flexibility.

At Birds Eye we have a great relationship with Carat, which is happy for us to involve ourselves directly with media owners. Our sponsorship with Heart FM via Global Radio is a good example of where we have agreed a deal, initiated by us, that we hope will be part of a longer-term partnership.

YES - Stewart Easterbook, Chief executive, Starcom MediaVest Group

Good media agencies are an essential partner for any marketer wanting to create powerful, insight-driven marketing activity that delivers clear and measurable business results.

We are operating in an increasingly digitised and democratised media landscape. Traditional understandings of what media is have been challenged and expanded. Media agencies can now use audience understanding and the smart application of data to help marketers identify opportunities, whether bought, owned or earned, and reap the benefits.

Media agencies that can show how they add business value and are prepared to stake their own success on it are the ones marketers need.

Agencies that have embraced this opportunity, invested in their abilities and people, and pursued partnerships that reflect a shared commitment to the communication outcome, have been, and always will be, valuable. …

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