Comments on: Tiptoeing Back into Deep Water https://bja.igloo1.com/blog/tiptoeing-back-into-deep-water/ from BJ&A Thu, 28 Jul 2016 12:01:57 +0000 hourly 1 https://wordpress.org/?v=4.0.38 By: Brian Jacobs https://bja.igloo1.com/blog/tiptoeing-back-into-deep-water/#comment-11416 Thu, 27 Feb 2014 08:40:16 +0000 http://www.bjanda.com/blog/?p=299#comment-11416 Thanks for the comments. My point is quite a simple one – agencies have undersold their planning related services, have failed to convince the broad client organisation of the true value that they bring, and subsequently are seen by too many procurement people as buyers of a commodity. I agree that advertisers have to take some share of any blame – after all you reap what you sow at the end of the day – but as sellers you surely have to demonstrate the value of what you’re selling; or stop selling it.

]]> By: Maarten https://bja.igloo1.com/blog/tiptoeing-back-into-deep-water/#comment-11408 Wed, 26 Feb 2014 23:12:33 +0000 http://www.bjanda.com/blog/?p=299#comment-11408 Although I agree with your argument, there has to be some fair sharing of the blame. Advertisers are trying to have it both ways, by demanding to negotiate away any media inflation, and rewarding agencies on their ability to deliver below-market media rates (as evaluated by the John Billett et all!).

The rebates exist, and marketers should either accept them as a reality, and then demand full transparency (while letting agencies keep a negotiated fair share). Or they should pay for what they want.

I wrote an extensive blog post about this last year, which we also included in our book Z.E.R.O.: http://malbarda.blogspot.com/2013/06/the-media-agency-conundrum-advertisers.html

]]> By: John Billett https://bja.igloo1.com/blog/tiptoeing-back-into-deep-water/#comment-11391 Wed, 26 Feb 2014 11:36:28 +0000 http://www.bjanda.com/blog/?p=299#comment-11391 Good piece Brian. The issue here is not the identity of the good and bad guys, nor whether rebates exist and who gets them but the straightforward challenge of open transparent trading. The Watergate scandal was never about the burglary but the subsequent cover up that brought down Nixon. The advertising media rebate cover up shows all the signs of some businesses heading for a similar fall

]]> By: Steve Grubbs https://bja.igloo1.com/blog/tiptoeing-back-into-deep-water/#comment-11335 Tue, 25 Feb 2014 14:27:59 +0000 http://www.bjanda.com/blog/?p=299#comment-11335 Another insightful blog post. Rather than taking rebates, the agencies might consider a more entrepreneurial path to offsetting revenue lost to lower compensation. Also, I’m still waiting for the day that a media agency fires a client over comp. Those marketers who review and change agencies every 2-3 years would be a good place to start.

]]> By: Tiptoeing Back into Deep Water | asi - Advertising seminars and conferences for European media advertising and marketing https://bja.igloo1.com/blog/tiptoeing-back-into-deep-water/#comment-11321 Tue, 25 Feb 2014 11:05:58 +0000 http://www.bjanda.com/blog/?p=299#comment-11321 […] posted by Brian Jacobs at bjanda.com 25th February […]

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