What's the story behind the story?
There has been a lot of talk in the marketing and advertising industry recently regarding the changing role of media agencies.
Questions of full-service, boutique, specialist, renumeration, budgets, cost cutting and procurement go round and round, but as far as I’m concerned, the fundamental discussion should be how the media agency can achieve the best possible ROI (return on investment) for the client.
To achieve this, media buying, strategy, planning and all factors combined is not a ‘gut feel’ process – there must be a level of science that is applied, data collected, an interrogation of the insights behind that data. In fact, go beyond what the data says and garner a true understanding of what it really means.