Denise Shrivell

The Week in Media: September 9th, 2016

Each week, we will look at industry news curated by MediaScope. This week we look at the brands who excel at social media, and the potential for a sector-wide bloodbath in 2017.

 

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30 Brands with Excellent Social Media Strategies (Ben Davis, Econsultancy) 

“… it’s probably disingenuous to pretend that social media is still something nascent and unproven for brands. … Even with a tricky attribution problem to solve, most brand marketers and advertisers agree it just makes sense to target these large, active and known audiences. … Having said that, some brands ‘got’ social media a lot quicker than others. … Here are 30 examples [from brands such as Oreo, General Electric, Net-A-Porter, L’Oreal, Kim Kardashian, and more] …”

Does Independence Matter? (Joe Mandese, MediaPost) 

“Dentsu [Aegis Network] will likely need to depreciate a significant part of [independent trading desk Accordant acquired this week] because they have effectively lost one of it’s key assets: independence. … These are not new issues for Madison Avenue. Independence — and especially how it factors into things like “media neutrality,” “client service,” “market-making,” “arbitrage,” etc. — has always been a factor for agencies, big and small. It has recently become a central theme in the client/agency transparency debate as well, with a number of independents pointing out that they are focused 100% on being accountable to their clients and not their shareholders.” 

Just What Is the ‘Agency of the Future’ and Has Omnicom Built It? (Jack Neff, Advertising Age) 

“Addressing agencies at Ad Age’s recent Digital Conference, Procter & Gamble Global Brand Officer added “our expectation is that over time, our agency partners, whoever we choose, are going to be able to integrate [all of the workload], so you can get the production out, the distribution out as well as the creative out.” … It’s not just P&G. Amid a movement toward transparency, marketers broadly are demanding that agencies simplify processes while still delivering a complex array of marketing services specific to their needs. They want to cull agency lineups, using fewer agencies or at least a single agency or other party to lead the multidisciplinary throng. Making that happen gets even tougher as media continues to fragment, increasing marketer demand for advertising and other content to feed a growing array of channels, and for a wider variety of providers from outside the traditional agency world to fill the void.”

Will there be a Media M&A Bloodbath in the Next Year? (Gideon Spanier, Campaign) 

“Arguably the biggest driver of takeover activity is digital disruption, which is accelerating and threatens “legacy” companies in every sector. “Predators with scale and scope will exchange the oxygen of cash and diversification in return for the digital, mobile and innovative skills of the prey,” Lorna Tilbian, executive director and head of media at Numis Securities, says. … Scale, particularly in digital, is key when Google, Facebook and other tech goliaths keep growing. … Economic conditions are another driver … [with] Global M&A activity falling by 26% in the first half of 2016 …”

Conflicts Of Interest? It’s Not Just Media Agencies (Andy Pearch, MediaPost) 

“The fundamental issue which lies at the heart of the ANA’s recent Media Transparency Report is this: media agencies have failed to manage conflicts of interest which have arisen by virtue of their position in the media value chain. … From the media agency perspective, a conflict of interest arises when professional judgement or actions for a primary interest are influenced or corrupted by a secondary interest. In this instance, the primary interest is its client relationships and the secondary interest is the benefit it can derive for itself from its media supplier/technology vendor relationships. … Calls of this nature have to be made by media agencies every day; it comes with the territory. After all, it is sensible commercial logic for a media supplier to make a sales proposal to an agency to increase its clients’ media investment, irrespective of the evidence from the agency’s planning team that a different investment plan will best optimise a given client’s communication objectives.”

 

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Denise Shrivell

Founder of MediaScope, Denise is well-known and has been actively involved in the advertising, media, and publishing industry in Australia and overseas for 30 years. She started her advertising career as a planner and buyer, then moved to the sales side working with several major publishers. She regularly attends and gets involved with industry conferences and events and is a judge for the Mumbrella, PANPA and ADMA Awards.

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