北京赛车pk10's media and tech editor, Omar Oakes, and creativity and culture editor, Brittaney Kiefer, take a closer look at the first major ad campaigns of the year.
The pair discuss how far consumer brands like Ikea can credibly promote sustainability and climate change awareness, and how effective the British Army's latest recruitment ad is likely to be.
Then Walk-In Media chief executive and founder Simon Davis talks about his agency's recent merger with Agenda21 and how the big network media buyers are neglecting smaller "long-tail" advertisers at their peril.聽
Davis says there has always been a desire from brands for agencies to offer integrated creative and media services, but now there are more fast-growing direct-to-consumer advertisers that 鈥渘eed it now鈥 as they look to expand through marketing.
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鈥淭hey need media and creative working together now but they also need smart data and the fusing of performance and brand, which is a sort of artificial division that has crept into our industry but is of no interest to a DTC brand. Integration is something that鈥檚 becoming increasingly hard to offer because of the structure," Davis says.
"At agencies, particularly the big agencies, capability is becoming increasingly centralised and it鈥檚 only really the big clients that get all the good stuff in terms of data and performance media. Our mission is to make sure all sizes of clients can get the best data and digital out there which is not currently widely available.鈥
Davis is also critical of 鈥渓egacy鈥 thinking by consultancies that assist advertisers with media account reviews, claiming that 鈥渢he deck is stacked鈥 against smaller agencies winning big clients. He questions why the7stars, the UK鈥檚 biggest independent media shop, does not have a 鈥渕assive鈥 client.
鈥淲e鈥檙e working in an industry that needs educating. We have a lot of intermediaries that will judge the eligibility of an agency based on the proportion of billings to the size of the client. I鈥檝e learned very quickly that there are intermediaries who will look at your client base and say: 鈥業f this client will represent more than 40% of your overall billings, then that鈥檚 too big for you.鈥
"That鈥檚 never been the case. It鈥檚 not the way that ad agencies work, it鈥檚 not the way the likes of [New Commercial Arts] pick up big bits of new business鈥 Intermediaries have for a long time worked on the basis that big clients go to big agencies."
Running order (click links to see the Work on 北京赛车pk10's website):
9:00 - Ikea "Fortune favours the frugal" by Mother
16:00 - Macmillan Cancer Support "Whatever it takes" by Abbott Mead Vickers BBDO
22:00 - The British Army "Fail, learn, win" by Karmarama
27:30 - Where are all the January travel ads? (apart from On The Beach "Someday" by Uncommon Creative Studio)
30:00 - Simon Davis interview
This episode was hosted by Omar Oakes and edited by Lindsay Riley.
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