Liam Walsh writes: It wasn’t that many years ago that Singo was calling media buyers wombats. Now it seems everybody is doing it, or at least trying it.
The chaps at Mumbrella were referring to a story in adnews about creative and other agencies getting into the media planning game.
You can read here to see who the players are. It’s a lot.
I have to say I could not disagree more about this being a bonanza for media buying. It will be a distraction.
The argument that it will be beneficial for remuneration is also something I find hard to get. More competition in a market which has lots of players barely covering costs means more pressure on pricing not less.
Customers won’t suddenly see the light because more people want to be media planners.
If media planning wants more fees it needs to do a better job. This is not an insult it is just an observation about the market and the pricing. If there were really excellent agencies they would have great market share with great (high) prices. You don’t see both.
Also there should be more meat around what the new media planners (inside creative agencies) will deliver besides ‘integration’. That is not actually new nor is it’s output measurable.
Ben Shepherd writes: These are the sorts of posts I am meant to disagree with Liam on but have to say I think he’s on the money here.
I think in the media world there is a general culture of fear that needs to be stamped out. Fear of clients, fear of asking for fair payment, fear of the media going straight to clients … sometimes it seems like the timid kid that doesn’t really know its place and is to scared to ask to play with the big kids. Problem is – that is the only thing holding it back … media agencies have the strategic skill, insight, experience and data required to play a greater role. Many already do across some clients.