MEDIA COUNCIL
PB: And does your ability to do that depend on which market you’re in? AG: It’s much easier to see the decision- makers in places like India or Dubai than it is in the UK. SH: I am detecting a change now. In the past five years, if you went out to clients in emerging markets they were a little bit sensitive to our pricing. It was more about the environment and the conversation about what they wanted to achieve. We didn’t spend a lot of time about coverage runs, they did not want powerpoint presentations. They want a conversation about strategy more than the media plan. You then establish credibility at that higher level. AG: It’s all about relationships. Trust counts for something. SH: Turkey is an example of a market where there is a lot of opportunity but the agency is really commoditising the buy, so much so that they’re asking for a “cost per second” rate. I can do that and put it on in the middle of the night and it’ll be really cheap. But is that the right conversation to be having as an actual measure of success? That shows a lack
www.mandmglobal.com
of understanding about what we can do.
“If you take
PB: Measurement and ROI is part and parcel of it all, right? CY: What I find from a digital perspective is that you’re told by the agency that it’s a branding campaign, but at the end of it they’re still measuring it as a direct response mechanism – it doesn’t make sense and it shows up that there’s a measurement issue there. SH: It’s incumbent on those, like us, who are selling branding not lead generation to justify what we do. AG: There’s got to be an appreciation that you don’t sit in a media schedule alone, and that there are different roles and values to play. It’s all the more difficult though when you’re working in pan-regional, because look at the measurement currencies that prove what we do, and we’ve got EMS. Where do you go from there? SH: The emphasis is always on how
a business rather than a marketing angle, you start being involved in the dialogue higher up the food chain”
accountable digital is. But if you look at the something like the ‘Natural Born Clickers’ report, the people our
advertisers are trying to reach
aren’t actually those clicking, so as soon as you tailor a campaign to get more clicks you’re not achieving objectives. I know that it’s a very simplistic way to
look at it, but if the way you charge what you offer is based on click-through rates then you’re in the wrong game.
PB: Talking about digital, are your offerings helping you rise revenues or is it a way to maintain them? CY: From a
forbes.com point of view the web has never been an added value proposition. Our digital strategy gives us a wealth of opportunities to grow our robust revenues. SH: Before you have that conversation
» M&M Q2 2010 21
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