#MediaSnack

Tom and David map the future of the global media agency landscape, asking a provocative question: who will survive the coming consolidation? With Omnicom poised to acquire IPG and Accenture lurking in the shadows, the industry is entering what they call a “red ocean”—an era of brutal competition, strategic mergers, and existential decisions.

In this special episode of MediaSnack, they dissect the business models of the Big Three (Omnicom, WPP, Publicis), challenge the strategic positioning of smaller players like Stagwell and Havas, and predict whether Accenture might make a bold acquisition play that reshapes the category entirely. From platform power plays to exclusive content deals with brands like NFL and Netflix, Tom and David make sharp predictions for the next 12 months—and the next five years.

In this conversation, you’ll hear:

With the sharks circling, marketers and procurement leaders need to rethink how they plan and buy media—and who they trust to do it.

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#MediaSnack is presented by ID Comms, the global media consultancy helping brands achieve better media results.

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What DOES it take to write the perfect media brief? We were inspired to focus on agency briefing by a piece of recent research issued by the World Federation of Advertisers (WFA) the global marketing trade body. The research asked leading marketing and agency professionals to rate the quality of briefing. It was a revisit from the same study in 2014 and shows a small but positive improvement in sentiment around the quality of briefings. You can read the full research in a blog post by WFA Head of Marketing Capabilities Rob Dreblow here:http://www.wfanet.org/blog/knowledge/how-does-your-agency-rate-your-brief/It prompted Tom and David to consider what is required to succeed in briefing agencies, especially in media which, as a marketing discipline, has got way more complex. They suggest that writing briefs according to a good template and format itself is not the major challenge and is just the tip of the pyramid. The real challenge is engineering an agency (or a roster of agencies) to be properly set up for success. This involves defining a clear scope of work, setting realistic KPIs and paying for agencies based on performance and delivering against KPIs. For example, if a media agency is just scoped to buy media and is paid on commission and the only KPI is a good audit result, then they won't be able to respond appropriately to an integrated brief or even a more progressive media brief. These governance elements form the 'base' of the pyramid and enable good quality briefing to produce the best work. Writing an integrated brief is easy, running an integrated roster of agencies is hard and takes a lot of work to set up for success. Once you have all these elements in place, you then need to be able to properly evaluate the work coming back from the agency or agencies. An integrated brief requires you to provide direction without being prescriptive, you are giving your agencies permission to recommend solutions and so you have to be capable of making decisions. We find that often, especially regarding media, this is a gap in capabilities within marketing teams, having the depth of media knowledge to be able to decipher media strategies and plans and make the right investment decisions. It all starts with a commitment to brief better and understand the value that can be unlocked by briefing properly. It takes some work to be great at briefing, it's more than a template.

#MediaSnack 125: BLOCKCHAIN: 4 things marketers will do - by ID Comms

Marketing Procurement For Business Growth: #MediaSnack 151 by ID Comms

Never miss your #MediaSnack - subscribe for updates every FridayOn this week's #MediaSnack we take a look at what it takes to market successfully in China and how the landscape is increasingly dominated by platform giants such as Tencent, Alibaba and Baidu. These three giants are frequently compared to the famous Western (American) platforms like Google, Facebook and Amazon but there lies the challenge. China is a major consideration for most global marketers, not least because it represents still a significant growth opportunity, averaging 7% GDP growth per year and with the total spending power of middle class growing even faster still. Goldman Sachs estimate that China's online retail market will more than double in size by 2020 - to $1.7trn so for western marketers this growth is too good not to take seriously, but for China the same rules of digital marketing do not apply largely because the platforms you need to use are different in China that most Western markets. We consider what's commonly referred to as BAT:Baidu - web services (search engine / video / translations/ mapping) - valued $64.7 billionAlibaba -E-commerce - c2c + b2b + b2c - valued $424 billionTencent - investment holding corp (social networks/ gaming/ e-commerce/ web portals) - valued $469 billionThe 3 Chinese tech giants are broader business than their Western counterparts, notably perhaps because they face less internal competition, largely because the Western brands themselves (particularly Google, Facebook are not active in China). For example, Tencent's business splits out into many other operations including:Social NetworksPaymentEntertainmentInformationUtilitiesPlatformsArtificial IntelligenceThe other main differentiator is their scale, Alibaba dwarfs Amazon in so many metrics:Alibaba, China’s biggest e-commerce group, handles more transactions each year than do eBay and Amazon combined 2016 Prime Day vs. Singles Day = $1 billion rev vs. $17.8 billionAdding revenues from Prime day + Black Friday + Cyber Monday = 43% of Singles' Day revenueFurther reading:https://www.warc.com/NewsAndOpinion/News/Alibaba_takes_on_Amazon/39449https://digiday.com/marketing/chinese-tech-companies-venture-unmanned-convenience-stores/?utm_medium=email&utm_campaign=digidaydis&utm_source=uk&utm_content=171023https://www.ft.com/content/d5397a08-4667-11e7-8d27-59b4dd6296b8?mhq5j=e7http://www.telegraph.co.uk/news/world/china-watch/technology/new-technology-giants/http://www.campaignasia.com/article/alibaba-looks-to-cross-border-orders-as-next-avenue-of-singles-day-growth/440730Good Week:It's a great week for media transparency in the UK - https://gcs.civilservice.gov.uk/news/media-buying-framework-update-draft-framework-agreement-shared/Bad Week:A bad week for you digital evangelists, prophets or whatever you tiresome echo-chamber dwellers call yourselves now. Watch out you crazy kids, Professor Byron Sharp has you firmly in his sights. In an awesome paper Prof Sharp and friends dispel some of the myths you’ve been spouting on conferences stages and in agency pitches for years. Including ACTUAL FACTS! Read this and hang your well-gelled heads https://www.marketingscience.info/are-big-brands-dying/

In this episode of #MediaSnack we are joined by Bill Duggan, Group EVP at the ANA, to hear more about the recent report, ANA Procurement 2022: The Good, the Bad, and the Ugly.

Bill shares how this year's report highlights changes in marketing procurement since the last report in 2010 and how advertisers can use these findings to continue improving procurement processes.

Download the report here: https://www.ana.net/miccontent/show/i...

#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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#MediaSnack 123: Will DoJ investigate US media? by ID Comms

How To Evaluate Media Agency Performance #MediaSnack Ep. 150 by ID Comms

In this special #MediaSnack episode, Tom Denford and David Indo revisit one of their boldest predictions: the WPP 2.0 Playbook. Originally recorded when Mark Read stepped in as CEO, the episode laid out a proposed restructure of WPP’s sprawling agency network. Now, with major changes finally underway—including the retirement of the GroupM brand—Tom and David break down what they got right, where they missed, and what it all means for media leaders today. It’s a rare moment of reflection in an industry that’s always sprinting forward—plus insight into how the same themes now shape the Omnicom-IPG merger and the future of agency holding companies.

Watch the original WPP 2.0 Playbook episode: https://www.youtube.com/watch?v=KSdrpMylNrE

How to Navigate Media Chaos and Come Out Ahead: https://www.youtube.com/watch?v=vXT0eLAI4KA

Why a Renegotiation Might Be Your Next Winning Move: https://www.youtube.com/watch?v=cWR5nZkgndM

#MediaSnack is presented by ID Comms, the global media consultancy helping brands achieve better media results.

Explore more: https://www.idcomms.com
Follow ID Comms on LinkedIn: https://www.linkedin.com/company/id-comms/

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.

My guest for this #MediaSnackMeets episode is Florian Adamski, Global CEO of Omnicom Media Group.

Find out:
- What is Florian's experience in the industry?
- What he sees are the industry's biggest challenges and how we might address them?
- What does he do to unwind and recharge?
- Plus best industry leadership tips and more!

You can find Florian here.

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

Thanks for listening, 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.  

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