https://bja.igloo1.com/blog/the-value-of-relationships/ from BJ&A Thu, 28 Jul 2016 12:01:57 +0000 hourly 1 https://wordpress.org/?v=4.0.38 https://bja.igloo1.com/blog/the-value-of-relationships/#comment-16841 Tue, 08 Apr 2014 11:49:08 +0000 http://www.bjanda.com/blog/?p=322#comment-16841 Brian, thought provoking stuff. I worked myself at a media for 12 years. It will be a challenge and a half, as it all comes down to ‘what is in it for me’. I agree with Jacques comment that the decoupling of Media from Creative was a great step. Planning and buying is also decoupled for the very large businesses (Unilever, P&G), but the problem for your average client with only a few advertising specialists is that they cant manage too many suppliers. They want integration.
Media agencies feel that they know audience behavour (through data etc) as much as their creative cousins, hence they are creating their own creative departments or tie-ing in media owner production services with media buys.

]]> https://bja.igloo1.com/blog/the-value-of-relationships/#comment-16817 Tue, 08 Apr 2014 07:40:00 +0000 http://www.bjanda.com/blog/?p=322#comment-16817 Nice piece Brian, I was once told very early on in my career that clients get the work they deserve. Those clients who love to build brands IMHO always get great work which move their business forward

]]> https://bja.igloo1.com/blog/the-value-of-relationships/#comment-16367 Fri, 04 Apr 2014 07:17:51 +0000 http://www.bjanda.com/blog/?p=322#comment-16367 Brian, this blog is directly connected to a previous one concerning renumeration. Until that is solved and the Media Agencies are open about what their perrogative has been and how they have made their money till now, long term relationships with advertisers are not about to happen especially when every time there is a pitch, media agencies are able to show a minimum 10% reduction in CPPs (In many cases, this will include the incumbent!)The decoupling of Media from Creative is the best thing that has happened to creative as it had to reframe its cost structure and prove its ROI. Perhaps it is time to un-couple Communications planning from buying, a position that media agencies have fought against for many years.

]]> https://bja.igloo1.com/blog/the-value-of-relationships/#comment-15881 Mon, 31 Mar 2014 16:58:01 +0000 http://www.bjanda.com/blog/?p=322#comment-15881 Sadly I think media agencies could stop chasing the fast buck and invest in their people. Really insightful media planners ( like Jim Taylor was ) are few and far between. I would get tired of a junior media exec trying to sell me on some clever media package he’d done.Cost me a fortune because of all the lo value media added to it; make bucks for him and the media owner!

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