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OPP Roundtable

Media landscape
Ian Fry, Managing Andy Bridge, Charlotte Rose Paul Owen, Chief Brett Gregory-Peake, Charlotte Read, PR & Amanda McDonald,
Director, eg Media Managing Director, A Melsom, Global Executive, Association Managing Director, Marketing Account Buying and
Place in the Sun Ltd Director PR, Marketing of International Frank & Earnest Director, Complete Communications
Former property & Branding, Absolute Property Professionals Media Group Manager, Space and
sales manager with A Place in the Sun Currently engaged Time Media
the Daily Telegraph has won several OPP Managing external Former marketing on projects with a An integrated media
before setting up Industry Awards for agency relationships director of French combined GDV in agency, COMPLETE Selling ad space for
eg Media, Ian has print and exhibitions across the globe, estate agency VEF, excess of $750m. look after the Northern & Shell
extensive property because of APITS Charlotte heads up Paul’s role as CEO F&E employ tactical communication across their magazine
media buying and Ltd’s collaborative the development since the launch of solutions that needs of a number portfolio before
marketing experience approach and the marketing, the AIPP in 2006 enable developers of property clients moving to regional
with clients value it leverages advertising and has been to raise its and other property including Frogmore, publishers Trinity
including Newfound, for advertisers/ branding for the profile. Having built professionals to The Hippodrome, Mirror, Amanda has
Hamptons, Cushman exhibitors across a Absolute World a number of media stand out from the Knight Frank (City spent the last ten
and Wakefield, platform combining Group and has helped partnerships in the crowd, achieve & West End), Cube, years recommending
various Four Season a monthly magazine, set-up Absolute’s UK, he has seen the relevance and JLL (Residential), ad opportunities
projects, Porto website, exhibition, partner branded media environment make better use The Four Seasons across all media for a
Montenegro, and and popular TV whole and fractional change considerably of their marketing (Barbados) and large portfolio of UK
Praia D’el Rey. programme. developments. in the last year. investment. Winkworth. housebuilders.
improving profitability.”
Alex Evans
The new rules
The recession has changed the rules of media negotiation for buyers, owners and clients alike. A panel of
specialists offer insights into today’s property media landscape – and how best to approach it
After a year when very few in Melsom, Absolute), a property with staff losses it could be 90%. buyers now is that they don’t think
the overseas property industry marketing and design agency (Brett Media specialists tend to work with they need to advertise because they’ve
spent money on advertising, Gregory-Peake, Frank & Earnest); and big players who are sophisticated so spent far less and still had response.”
focusing instead on survival, the someone to represent the overseas they’re preaching to the converted. In
survivors are starting to think about homes industry (Paul Owen, CEO of the overseas property market there are Advertising is so 2006
building their brands again. With fewer international property trade body the a lot of much smaller players that need This latter point set the context for the
magazines, exhibitions and even AIPP). to be educated.” rest of the debate, with the golden days
portals in the market, and the Once again chaired by Tricia Topping For some, a little education is a of ‘vanity’ advertising long gone - and
assumption that rates are rock bottom, of property PR specialist tta Group, dangerous thing. “UK developers unlikely to return. In fact, suggested VEL
those with a bit of budget are starting Read, some advertising might seem
to think about advertising. Media specialists tend to work with big players who are inappropriate in a more austere market
sophisticated so they’re preaching to the converted. In the “like seeing a homeless person in a
How to spend it overseas property market there are a lot of much smaller players Prada suit”.
But how should they spend it and that need to be educated. “A lot of the secondary publications
where should they spend it? To provide Paul Owen, AIPP that grew out of ego advertising
some informed answers to these big have disappeared and advertisers
questions, OPP gathered together a she got the debate started by asking if are perhaps too media ‘savvy’ these have realised that the market’s three
mixed panel comprising a media owner property companies understand what days,” suggested McDonald, “and or four core titles are the only ones M
(Andy Bridge, A Place in the sun), media specialists do and if they really expectations aren’t always realistic. It’s worth bothering with,” said tta’s Peter
several media buyers and planners value their expertise. not just about the number of enquiries Walker. “One of my clients received
dealing with UK and international “Compared to other established but the quality, and it’s also about what 70 enquiries from The Sunday Times
property clients (Amanda McDonald, industries, the overseas property sector you do with the lead. We mystery shop recently,” added Fry, explaining that
Space and Time Media; Charlotte Read, is a naïve and immature market,” said some clients because it’s too easy for such response had become a rarity
Complete Media Group; and Ian Fry, Owen. “It sold without trying for years. them to blame everything except poor even from the big titles. “I thought he
eg Media); a company that has actually Now, we estimate that 60-80% of the systems. said 17 at first and I was still over the
advertised in the last year (Charlotte market at its peak is no longer around; “The biggest challenge for media moon.”
FEB10_OPP_MAG.indd 59 28/01/2010 16:45
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