Denise Shrivell

The Week in Media: December 2nd, 2016

Every week, The Big Smoke looks at industry news curated by MediaScope. This week we look at media titans changing to fit AI, a rethink of media agencies, and a push for age diversity.



Google, Facebook, and Microsoft Are Remaking Themselves Around AI 
(Cade Metz, WIRED)

“… Google, Facebook, and Twitter have already formed central AI teams designed to spread artificial intelligence throughout their companies. … The trouble for all of these companies is that finding that talent needed to drive all this AI work can be difficult. … Everyday coders won’t do. Deep neural networking is a very different way of building computer services. Rather than coding software to behave a certain way, engineers coax results from vast amounts of data—more like a coach than a player. … artificial intelligence is all the buzz in the tech industry right now, which can make it feel like a passing fad. But inside Google and Microsoft and Amazon, it’s certainly not. And these companies are intent on pushing it across the rest of the tech world too.”


It’s Time for a Changing of the Guard at Media Agencies
(Tom Denford, LinkedIn)

“A new generation of media agency leaders will have to fight to retain status as the business takes on ad:tech, consultancy and a more aggressive client base. … This has been a phenomenal year for media. A host of transparency issues from the ANA rebate reporting to Dentsu’s troubles in Japan have dominated the headlines but there are fundamental changes taking place that will be with us for years. … There is a new attitude brewing among advertisers. Brands that have neglected their media investment and not provided sufficient oversight and governance have been woken up. … Rather than simply call a pitch to see if there’s a better deal around, they are taking their time to properly consider their future requirements for media at a strategic level. For many this is a first.”


The Great Media Agency Transparency Debate
(Leading figures in the industry react to Scott Moorhead’s explosive claims last week, Campaign)

“Scott Moorhead, a former head of digital trading, has sparked a debate after writing in Campaign last week that the media agency model is “broken”. … His claims about agencies making “undisclosed income” through non-transparent practices and auditors failing to challenge the status quo were less significant than the fact that this was a relatively senior figure – who had only quit the media agency world in October – speaking out. Few would risk going public as Moorhead did. … Campaign has asked industry figures for their reaction. Some strongly dis­agreed, either privately or on the record, with his analysis that the model is broken. But there was a near-unanimous view that things need to change.”


Why Ageism is Adland’s Next Frontier
(Nicola Kemp, Campaign)

“If youth is wasted on the young, then age and experience are in danger of being wasted on the advertising industry. Diversity may top the marketing agenda but age is the final taboo at a time when, all too often, youth is mistaken for a shortcut to digital expertise. … In order to shine a light on this often neglected issue, Campaign and MEC conducted an industry-wide survey to uncover the experiences and issues surrounding ageism in marketing and advertising. “Diversity is important in all of its forms and age is one of those areas that needs to be addressed and needs more attention,” Jason Dormieux, chief executive of MEC UK, explains.”




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.

Related posts