Flock Associates ’s Post

Interesting food for thought from Nick Manning. Key to most of these problems has been the use of reduced media commissions to procure new business following the uncoupling of Media-Creative in the 80s. Media stupidly founded it's self using the full service mantra that we were a 3% service.....based on the fact that the "suits" at agencies valued the £500,000 creative budget more than they did the £10m media one. The basis of the future of this business needs to shift from "How cheap can we buy your media" to "HOW MUCH WE CAN INCREASE YOUR SALES". Two metrics that are not always linked in the tradition way. ISBA ITV Media Sky Media UK Thinkbox

Today's sermon comes from the pulpit of The Media Leader UK regarding the future of Media Agencies. Having spent 27 years in that sector and many more since observing it, I remain a keen advocate and would like to see it thrive. While my column goes into a lot of depth on what's wrong, it also aims to prescribe a path ahead where Media Agencies can play a more significant upstream role in helping advertisers address their business needs, not just their immediate requirements for planning and buying. I hope this conversation will continue and we will be adding it to our 'to discuss' list in the 'Advertising: Who Cares?' movement. Business relationships matter, especially when the machines dominate the discourse. We will be examining how our industry might think about how relationships can evolve as part of a better industry. My thanks go to Steve Boehler of Mercer Island, Simon Francis of Flock Associates, Scott Moorhead and Andrew Mortimer of Aperto and the teams at the WFA and MediaSense and to Simon Rhind-Tutt at Advertiser Relationships and Management. And a special mention to those people who are striving to thrive by bring something new to the table, a number of whom are mentioned in the article, not to mention the many people who have spoken to us off-the-record since we started 'Who Cares?'. Brian Jacobs

In this must read state-of-the-industry report, Nick Manning explains why "we are reaching the end of the era of the old media agency model." "Beleaguered network agencies are forced to pursue the increasingly dubious extraction of client budgets through non-transparent practices in order to improve margins as their sibling creative agencies decline in status and revenue." Advertisers "want the 'brilliant basics': on brief, on budget, on time. They don’t want their media agencies to be 'platforms', but they do want great data assets that produce real insights, not just more numbers. They want the experience and expertise of people who know how to turn insights into plans. Execution should be a function of objectives, not deals." And Flock Associates "predicts the rise of a 'bionic agency ecosystem' where talent and technology converge." 😍 Nick identifies agencies at the forefront of this new era, such as Accenture Song. As we plan for changes in 2025, it's worth a few minutes to read then a few hours to ponder Nick's observations and advice. Thank you, Nick!

“There’s nothing wrong with an agency making money. What needs to be scrutinized is the business models that are behind that. When the economics drive your business toward favorable positions in the marketplace, that’s where there is a conflict of interest. We say we can’t be both the doctor and the pharmacist.”  Wise words from CROSSMEDIA USA CEO Kamran Asghar at the Digiday Media Buying Summit this week in Palm Springs.     What’s motivating your agency’s media investment recommendation? If this question gives you pause, give us a call.     #XMproud #transparency #principalbuying #digidaymediabuying #independentagency

A major storm is building in the media industry, and nobody knows what its aftermath will be. Principal media has been around for a while, but recently it has become a widely extended practice at Holding companies and Network Agencies. Industry experts such as Nick Manning, Brian Jacobs, GORDAN DOMLIJA, Alex Lawton, Koen Smeets, or Sergio Maldonado (to mention a few) have been outspoken about the problems and destructive nature of this practice for some time. If you are a marketeer, an advertiser, a media sales rep, or a creative agency, you should know about this practice and its damaging effects on your business. Luckily, with the publication of the Association of National Advertisers "The Acceleration of Principal Media" Report, there is now an industry-wide debate. #agencyvsprincipal #postdigital #strategyfirst #planningfreedom #areyoubuyingorselling #desintermediation 💥 💣 ⚡ 🌪 https://lnkd.in/e6pA8rKM

Attention all you amazing Media Buyers, Planners and Media leaders please take a read.Terrific piece by Scott Stewart in North America's fifth largest newspaper. 'Now is the time for our industry to reflect on the positive impact we can make by better supporting local media'. ..'A healthy democracy and society is not possible without healthy local media'....'This is in the public interest, and in the end, it's in the interest of advertisers, too.' https://lnkd.in/gwzq65yY

Thank you to the Local Media Association for the opportunity to talk about the importance of distinguishing quality media for advertisers and agencies. If you're wondering how AAM can help your organization - let me ask you one simple question: Is your company trying to grow its advertising revenue? If the answer is yes - then let's chat. #advertising #digitaladvertising #media

In Nick Manning's lead article for The Media Leader, he digs deep into the widespread practice of Principal/Inventory/Proprietary Media, and why "an industry reset is required." ➡ For more on this important issue, read the new Association of National Advertisers report with contributions from MMC, and check out our Managing Media Playbook for recommendations to improve the accountability, transparency and effectiveness of your advertising. https://lnkd.in/gJYncGpz #principalmedia #ANA #mediatransparency #marketingtransparency #marketingprocurement #mediaandmarketingcompliance https://lnkd.in/e64DyKww.

Grab a coffee and take the time to read Nick's piece on non-transparent media services/principal media/inventory media - it's the hot topic for a reason. So many terms used across the industry - do you know how much of your media budget is bought as principal media? #mediatransparency #marketingprocurement

In the Principal Media intermediation-based trading model, challenger brands, local champions, newcomers, or what "they" call "tier 2" clients add their media spend to these undisclosed trading deals. The result is that they are benefitting the "agency" and other companies with bigger spend (aka "Tier 1" clients) involved in the deal. We believe in helping smart brands to outsmart with big ideas and strategies instead of the mirage of outspending by piggybacking on pooled volumes. #postdigital #makingdifferenthappen #desintermediation #rebirthoftheagency