#MediaSnack

Ensuring all decision making through a pitch is fair and objective is important. Get organized around these things in advance of a pitch (in the preparation stages) it will save you lots of headaches and potential subjective arguments later on when it comes to selecting which agency is right for you.

At ID Comms we run a few simple workshop exercises with our advertiser clients to help them identify the key areas of agency evaluation and get them aligned to a scoring methodology they are happy with.

We always want our clients to be making decisions together that they are all happy about.

Our key tips:
Align on the evaluation criteria at the beginning of the process - and ensure all relevant stakeholders are onboard
Ensure the right balance of weighting between strategic and commercial evaluation areas
Don’t feel like you need to evaluate everything - focus on the things that will really make a difference between agencies


Plus we give some practical examples of how this works during the agency pitch processes we design and manage at ID Comms.

#MediaForGrowth

#MediaSnack is brought to you by ID Comms, the award-winning growth consultancy specializing in media and advertising. Advisors to the world's most ambitious brands.

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Welcome to #MediaSnack, if you are new to the channel it's great to have you join us!

#MediaSnack is a LIVE weekly show where we unpack questions you all have about media, agencies, marketing, and more.  

Think you know marketing procurement? All about cost-savings right? Not any more.
The modern media procurement leader is focused on company growth and partners with their marketing colleagues to build long-term value. The role is very different now.

Here's the #MediaSnack alternative perspective on what makes a successful media procurement leader plus we share THREE GREAT TIPS from the best media procurement experts on how to succeed in media procurement and how you can work more productively with media procurement.

#MediaForGrowth

#MediaSnack is brought to you by ID Comms, the award-winning growth consultancy specializing in media and advertising. Advisors to the world's most ambitious brands.

Want to know the SECRET to a productive and long-lasting relationship between advertiser and agency?

I’m sure we all know examples of where they go wrong, but what makes the best ones go right?

On this week’s #MediaSnack we explore THREE TIPS to help you create and maintain a high-performing advertiser/agency relationship.

The best ones become true business partnerships. There’s usually a lot of money (and reputation) at stake, so it's always worth working hard to make it the best it can be.

#MediaForGrowth

#MediaSnack is brought to you by ID Comms, the award-winning growth consultancy specializing in media and advertising. Advisors to the world's most ambitious brands.

A candid conversation with Uber's Travis Freeman. How did the business have to pivot in 2020?
What does the Global Head of Media and Social at Uber consider the biggest challenges for the media industry? How can media directors use their influence as a force for good in the world?
And what does Travis do in his spare time to reflect and recharge away from media?
Find out all this and more on the latest episode of #MediaSnack Meets.

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Welcome to #MediaSnack Meets where we meet the individuals and organizations doing great work to inspire success and drive change within the global media and marketing industry.

Because the best are short of time, our guests answer only 6 questions in 20 minutes

We get to learn what is behind their success, what it takes to make change in the industry and what the rest of us can learn from that experience.

My guest for this episode is Travis Freeman, Global Head of Media & Social at Uber.

We ask:
1. What do you do, and what you are most proud of?
2. What is the best thing about working in media?
3. What do you think is the biggest challenge for the industry right now?
4. What is your favorite piece of business/leadership advice?
5. What is your passion outside of media?
6. Your hopes for the year ahead?

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#MediaSnack​ Meets is a regular interview with the curious media professionals who are reshaping the global industry.

Thanks for watching, if you enjoy #MediaSnack​ Meets please give us a thumbs up (it really helps) and do share links and tell others. Subscribe to our channel to stay updated.  

Marketer? 
For tips, guides & other amazing free resources for marketers, get started at: www.IDComms.com/GROWTH

A candid conversation with Wendy Clark. What does the new CEO of Dentsu International consider the biggest challenges for the media industry? What is she trying to achieve at Dentsu to meet the future needs of advertisers? And what does she do in her spare time to reflect and recharge? Find out all this and more on the latest episode of #MediaSnack Meets.

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Welcome to #MediaSnack Meets where we meet the individuals and organizations doing great work to inspire success and drive change within the global media and marketing industry.

Because the best are short of time, our guests answer only 6 questions in 20 minutes

We get to learn what is behind their success, what it takes to make change in the industry and what the rest of us can learn from that experience.

My guest for this episode is Wendy Clark - CEO of Dentsu International one of the world’s largest communications groups.

We ask:
1. What do you do, and what you are most proud of?
2. What is the best thing about working in media?
3. What do you think is the biggest challenge for the industry right now?
4. What is your favorite piece of business/leadership advice?
5. What is your passion outside of media?
6. Your hopes for the year ahead?

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Wendy's tip for leadership: Sun Tzu 'The Art of War'
https://www.amazon.com/Art-War-Sun-Tz...

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#MediaSnack​ Meets is a regular interview with the curious media professionals who are reshaping the global industry.

Thanks for watching, if you enjoy #MediaSnack​ Meets please give us a thumbs up (it really helps) and do share links and tell others. Subscribe to our channel to stay updated.  

Marketer? 
For tips, guides & other amazing free resources for marketers, get started at: www.IDComms.com/GROWTH

We all crave that feeling of doing something we know is inherently good for society. We all also want to drive a positive ROI in our businesses. But can achieve both in a singular initiative?

In this week’s #MediaSnack we talk with the Leadership at SeeHer to understand more about how brands are working harder to accurately portray all women and girls in marketing, advertising, media, and entertainment, so they see themselves as they truly are and in all their potential.

On this week's ID Comms #MediaSnack things are getting serious in the US as Democrat senators, Mark Warner and Chuck Schemer, have co-written a letter to the Federal Trade Commission (FTC) asking for clarification on what the FTC is doing to tackle the menace of ad fraud, which is expected to exceed 10% of the US digital market this year. They suggest that means some $7 billion annually is being siphoned off to fund organised crime. No wonder there is now serious political and FBI interest in the advertising industry, the concern is that ad-fraud will be the second largest income stream for organised crime, behind drug trafficking.Tom Denford and David Indo discuss what might be the implications of political interest into ad fraud, and whether this will force a change in the industry. Will this provide the pressure needed to clean up this mess and giant loss of value from client budgets. We also consider what happens when these interested and proactive Senators get round to reading the ANA (Association of National Advertisers) report into US media rebate practice, also known as #RebateGate. Some of the very questions the Senators ask in their open letter include:Is the FTC observing a trend that favors one particular type of advertising fraud over another? If so, what factors are leading to the prevalence of that particular type of fraud?What is the projected economic impact of this degree of data and revenue leakage amongst media owners and publishers?What steps is the FTC taking to protect consumer data and mitigate fraud within the digital advertising industry? What regulatory agency currently provides oversight of mobile advertising platforms?What steps can be taken to reform opaque advertising exchanges?What can be done more closely align the incentives of ad tech companies with publishers, advertisers and consumers?To the extent that criminal organizations are involved in perpetuating digital advertising fraud, how is the FTC coordinating with both law enforcement (the Department of Homeland Security or FBI) and the private sector to formulate an appropriate response?Next in this epic episode, we quickly review news that Walmart has handed a bunch of marketing service duties to Publicis group, consolidating a lot of their roster into one group. However this is only bitter-sweet as Publicis US (MediaVest agency) lost $1bn of Walmart's media account earlier this year. Nobody seems to know who is managing it now... It's not easy to hide (or lose) a billion dollar media account so someone must know where it went. Please let us know. Finally, we tackle a thorn in the side of media agencies around the world. E-auctions (software which requires media agencies to input competitive media pricing guarantees) have become a more common feature of new business pitches in recent years and this week a media agency leader, Mediacom global CEO Stephen Allan blew his top over the impact these auctions can have. Mediacom recently lost long-standing client Volkswagen Group ($2bn+ global media billings) which was handed to rival PHD. Stephen Allan's complaint was that VW ran a "blind" auction for media pricing which required agencies to bid ever-lower without knowing what target they were trying to hit. Now, if you're the incumbent agency like Mediacom you already know the existing pricing levels and so your bids should be more accurate, however, according to Allan, VW's methodology encouraged agencies to undercut each other in a race to the bottom on media price. His suspicion was that the business was awarded to the winning agency based on unrealistic pricing being input to the client’s blind e-Auction system. 

On this week’s #MediaSnack we reflect on some more bad news for Publicis Groupe’s media operations in the US after Walmart one of the world’s largest advertisers shifts $900m media billings out of MediaVest without a pitch. Its unclear who will be Walmart’s new media agency. But this represents another big blow for Publicis Groupe as it is in the middle of an expected restructure of its media operations. Pressure is on now to stop the losses and start winning business. Next up we consider the meaning of Media Transparency and argue that the conversation needs to get back to a higher level, with advertisers and agencies committing to rebuild trust. We also announce the launch of the ID Comms 2016 Media Transparency Survey which will seek insights into how marketers view transparency and how important that is to built trust and more meaningful and productive working relationships. Finally, we respond to a viewer's question about how to get into the media industry and we think about where we would want to work if we were to start over….

In this episode of #MediaSnack we will be discussing how you as an advertiser should engage with your incumbent agency partners during a competitive pitch.

We will give you insight into the things incumbents consider as they go into pitches, what you as an advertiser can do to ensure your incumbent relationship is managed carefully, and how to keep your agency teams motivated.

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#MediaForGrowth

#MediaSnack is brought to you by ID Comms, the award-winning growth consultancy specializing in media and advertising. Advisors to the world's most ambitious brands.

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Welcome to #MediaSnack, if you are new to the channel it's great to have you join us!

#MediaSnack is a LIVE weekly show where we unpack questions you all have about media, agencies, marketing, and more.  

Please subscribe above to get alerts of all upcoming weekly episodes.
If you liked this episode please give us a thumbs up, it really helps other people like you find this channel.

What do you think about this episode? Please leave your comments down below and send us a question you’d like us to cover on a future show.

In this episode of MediaSnack WINNERS, Tom Denford sits down with Sorin Patilinet, PepsiCo’s Global Marketing Effectiveness Lead and author of Marketing Effectiveness: Applying Marketing Science for Brand Growth. Sorin shares his mission to elevate marketing's role in the boardroom by challenging narrow definitions of effectiveness and showing how real impact extends far beyond media ROI. Drawing on his 20-year career at Mars and now PepsiCo, he explains how brands can build stronger marketing organizations through rigorous measurement, cross-functional alignment, and analytical confidence—not just creativity.

They discuss the current state of marketing effectiveness, how AI is shaping analytics, and why understanding consumers matters more than obsessing over CPMs. Sorin also reflects on his legacy at Mars, the need for advertiser voices in industry discourse, and offers advice for future marketing leaders.

Get Sorin’s Book: Marketing Effectiveness: Applying Marketing Science for Brand Growth https://www.amazon.com/Marketing-Effectiveness-Applying-Science-Growth/dp/1398621056

Want to stay ahead in media? Visit https://www.idcomms.com

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