Comments on: Sir Martin Sorrell and Google-the-Gorilla

By: Dan Jeffries

Dan Jeffries — Wed, 09 Apr 2014 12:35:20 +0000

Good points on transparent Brian. This all comes back to what you are paying your agency for….if it’s based on inputs then the client needs full transparency to gauge value – moving to an outcome based remuneration approach can help to overcome the challenge somewhat although clear and measurable objectives are a must.
Either way, this issue is not going away any time soon – more at http://wp.me/p36vpK-2E

By: Jacques Lehodey

Jacques Lehodey — Wed, 09 Apr 2014 12:00:31 +0000

For Sir Martin to be like a dog on a bone re Xaxis, the money WPP is making must be amazing. The strategy must be to make as much money as possible for as long as possible until advertisers realize, as many already have that there are other buying platforms that can be used, many of which have no connections to the current Media Agencies yet can deliver similar/better costs.

By: Morten Pedersen

Morten Pedersen — Wed, 09 Apr 2014 11:49:18 +0000

Great read. Adding that the most recent WFA study shows that Transparency is now advertisers no. 1 priority.

By: Patrick

Patrick — Wed, 09 Apr 2014 11:34:47 +0000

Good point Brian. Definitely not comparing apples with apples. Agencies contractually need to be transparent, when Google/Coke is used/bought they dont.
Does this make agency auditors/ procurement stronger?

By: Jeffrey merrihue

Jeffrey merrihue — Tue, 08 Apr 2014 23:24:02 +0000

This was very funny although the non-transparent backdrops of everyone involved is no laughing matter!

By: Steven Pollack

Steven Pollack — Tue, 08 Apr 2014 15:14:42 +0000

You’ve excelled yourself Brian. Great observations as usual with a dollop of humour.

By: Mike Einstein

Mike Einstein — Tue, 08 Apr 2014 13:15:44 +0000

Wouldn’t share their algorithms? Oh, the humanity!