MEDIA COUNCIL
“We’re offering
understand our audiences better than agencies. We don’t understand all our competitors’ audiences – that’s where an agency comes in. If a client has worked with you for 13, 14 years, they know we know our stuff inside out and where the linkages are to their brands. We probably have 30-40 client relationships, not necessarily in ad sales, but platform research and development, legal, PR and marketing. That’s when you realise the strength of that relationship between client and media owner.
PB: Can you always be expected to raise the bar?
MR: Agencies come to us all the time with the old media fi rst thing, saying we’ve got to be diff erent, got to be the best ever. They try to avoid saying media fi rst now. That is why we always try to get the client in the room fi rst and ask them – So Mr. Agency, do you want this media fi rst for this guy’s business results, or do you want it to win an award or keep the business? And Mr. Client, do you really want a Twitterverse, or whatever it is that day?
www.mandmglobal.com
“No, I’ve never heard of it, I just want to sell more x”. It is much easier when the client is there. CA: As long as the solution is right, it doesn’t necessarily have to involve the latest whizz-bang application.
creative, big ideas, execution, media... all the bits really that seven storeys of an ad agency used to do”
PB: How easy is it for you guys to work together on a campaign?
JS: It’s where agencies have value to add in joining up ideas between media owners, but media owners can drive those conversations too. MR: I give kudos to Carat for what it did with Philips last year with a number of media partners. These things are never perfect, but I do not think there are enough agencies that believe we will be open to working together. JS: What Carat did well was to get everyone together and say ‘if you all work together you will all get more from it’, where as normally you get the sense that if you work together you are giving up a slice of your pie.
PB: I would challenge you to name many more
examples of that?
JS: I wouldn’t name agencies
that don’t do it well, but there are those like Carat that do it really well. Some agencies position themselves as being able to deliver that kind of solution to the client, and others position themselves as being purely procurement-focused. That’s the real diff erence between agencies now. And it’s always interesting to see how long they hold the business for. It’s a short- term game they’re playing.
PB: Are there regional diff erences in the clients who drive more creativity?
LN: I know the UK is not really that much diff erent from Europe, and our LatAm team does a lot of creative work. Asia is not so developed for us, so it is a bit more of a struggle.
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M&M Q1 2010 11
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