Useful

Why would anyone hire an agency that can’t give a compelling reason for its own existence?

The trade press reported the launch of a new agency this week. When asked what they want to achieve, the new owner said this: “We want to help our customers create growth. We want to achieve this by putting more energy into working creatively with the customer’s offer, thereby creating the right conditions for proper communication.” Maybe they should put some more energy into working creatively with their own offer.

Why would anyone hire an agency that can’t give a compelling reason for its own existence 2?

In a recent trade press interview with a new media agency boss, the following exchange occurred: “What will be most difficult for media agencies in general in the next few years?” “People in the media agency industry need to take a step back and really think about what adds value to the customer. Much of the work that agencies used to do earlier can now be done automatically.”

You know it's easy to work out an average market price for commercial media right?

It’s just supply over demand, or revenue divided by audience delivered. Both aren’t that difficult to find out. Know this and you know if you’re being ripped off. And if that’s a bit too tricky, give your friendly neighbourhood media auditor a call. They’ll usually be pleased to give you their average pool prices.

Are they really working for you?

In Bob Hoffman’s book, BadMen, he discovers some disturbing facts about the digital media industry and the agencies who were supposed to be policing it on behalf of their clients.

Are your creatives superheroes or people who can’t put their pants on right?

Research is rocket fuel to real creative superheroes, but kryptonite to pretenders.