#MediaSnack

#MediaSnack 104: How to write an ACTION PLAN for media by ID Comms

#MediaSnack Ep. 26: She OWNS A Cool Media Agency by ID Comms

How can you make your company the best at media?

What is the roadmap and actions you need to take to transform the complex media operations of a major company?

How do you inspire success and drive change within a giant global marketing organization like Mars Incorporated?

These are just some of the amazing insights shared in this #MediaSnack Meets with Rob Rakowitz the Global Media Director of Mars, one of the world's largest advertisers. 

We get tips from Rob on:

Rob also shares his huge passion for promoting 'Media Sustainability' to protect the long term health of the global advertising industry.


Episode Links:

Rob Rakowitz LinkedIn

Rob Rakowitz Twitter

The Global Alliance for Responsible Media

Truth, Lies & Advertising by Jon Steel

Hooked by Nir Eyal

Space Race by Jim Taylor

Bob Hoffman, aka The AdContrarian

Scott Galloway 'The FOUR'

Rob Norman Twitter

Never miss your #MediaSnack - subscribe for updates every FridayOn this week's #MediaSnack we look at the giant opportunity ahead of Amazon to bust the much-feared 'duopoly' of Google and Facebook. So-called because of their dominance of digital marketing spend, the duopoly has accounted for almost all growth in digital media spend in recent years and looked unstoppable. Some have speculated that Snapchat would be the company to break this up but it is becoming clear that Amazon is taking their advertising business seriously at last and have seen rapid growth, albeit from a small base. We look at the comparative sizes of these three tech giants and compare their ad revenue businesses, their opportunities and predict their respective fortunes across the coming 3 years. In short, we predict that Amazon's advertising business will overtake that of Facebook in revenue terms in 2020 and take a huge chunk out of Google's search revenues in the process. Why? Because they have all the pieces of the puzzle ready: They watch and learn before they disrupt and they will have learned a lot in the last couple of years as Google and Facebook have been subject to far greater scrutiny from advertisers. Amazon has secured a share of promotional budgets (rather than advertising budgets) and have permission over user purchase data which is highly valuable to many advertisers. They are beginning to dominate product search in some markets and this will grow through the growth of the Alexa network. Important for many marketers will be Amazon's reassurance over brand safe environments and controls on ad placements. Finally, and probably the winning ingredient is Amazon's total commitment to market orientation (that is being wholly customer focused) which means reinvesting all profits back into products which delight customers (in this case the advertisers) so we expect full transparency and market leading people, service and tools. On this week's Good Week Bad Week we celebrate the latest update from UK marketing trade body ISBA who have revealed that a large cohort of their members have implemented their rigorous media agency contract template and many more are expecting to do so soon. A very bad week for mobile agency Fetch (owned by Dentsu) who have been subject to a lawsuit filed in San Francisco claiming breach of contract. The claim list is brutal, accusing the agency of fraudulent practice and demanding damages to be set by jury trial. If this goes to trial it may expose some of the intricacies and methods employed by agencies to deliver results for advertisers. Whether this goes to trial or not, it looks to be highly damaging for Fetch's reputation unless they can fully and quickly address the claims in public. Good Week:http://www.campaignlive.co.uk/article/isba-claims-brands-using-tougher-agency-contract-review-6bn-media-spend/1444971Bad Week:https://www.bloomberg.com/news/articles/2017-09-18/uber-goes-on-rare-legal-offensive-suing-dentsu-unit-for-fraudhttp://www.campaignlive.co.uk/article/uber-sues-dentsus-fetch-media-fake-clicks/1444941http://www.campaignlive.co.uk/article/fetch-strikes-back-uber-lawsuit-claims-non-payment/1444989https://digiday.com/marketing/industrial-complex-uber-fetch-lawsuit-wont-change-anything/Question of the Week: Will Amazon build the biggest ad revenue business in the world? Yes, No, Whatever.... Please vote. Check back for the results next Friday.

"I think we massively overcomplicate things and I don't actually think we need that much data"

Tom Goodwin, author of 'Digital Darwinism', on this latest episode of #MediaSnack Meets

Is relevance more important than personalization?

Are agencies managing decline?

And what exactly is the 'Interim of Things'?

Some of the areas we explore in this fascinating interview with one of the industry's most relentless and provocative thinkers.

Tom gives his tips for marketers hoping to manage change for the year ahead, and we also learn where one of the industry's most inspiring thinkers goes to for his own inspiration. Spoiler, it is not Forbes.


#MediaSnack Meets


Episode Links:

Tom Goodwin Twitter

Tom Goodwin LinkedIn

Zenith Media

'Digital Darwinism' by Tom Goodwin

Rory Sutherland Twitter

Scott Galloway Twitter

Maria Konnikova Twitter

Derek Thompson Twitter

Seth Godin Twitter

Faris Yakob Twitter

Three tips on how to write the best agency pitch brief.

If you are an advertiser planning an agency pitch, or an agency receiving pitch briefs you’ll appreciate how important it is to get the pitch brief right.

At ID Comms we believe the pitch process should be transparent and the advertiser should provide the clearest brief they can, to direct the competing agencies.

It can make the difference between a great agency relationship and a bad experience. Reputations are on the line.

On this episode of #MediaSnack we unpack what are the main components of an agency pitch brief and give you THREE TIPS to make your pitch brief amazing. 

Never miss your #MediaSnack - subscribe for updates (and click the bell icon to get alerted to every new episode!)Take part in the "Media Pitch Process in the US" survey:https://aaaa.co1.qualtrics.com/jfe/fo...Read Mark Ritson's piece here: https://www.marketingweek.com/2018/07/17/ritson-digital-prefix-stunt-career/

#MediaSnack Ep. 2: AdBlocking, GroupM ANA Memo, Sponsors Letter To FIFA by ID Comms

On this week’s #MediaSnack we report on a landmark Supreme Court ruling in Germany which has created a new precedent on how media agencies should manage rebates and other incentives related to media buying. This could have implications and impact into the global media buying market and affect advertisers beyond the borders of Germany. This latest ruling concluded a disagreement which has lasted over 6 years between Haribo and German media agency MediaPlus. The case has been through 3 judgements, firstly found in favour of Haribo in 2010 then reversed on appeal a couple of years later. This latest, final ruling has stated that Haribo does indeed have the right to audit and receive rebates and incentives paid to the agency. The turning point of the case rested on whether Haribo’s contract with MediaPlus classified the agency as “agent” and if so then they should be working fully in the interests of the client and pass back all incentives earned. The court ruled that MediaPlus (and in future any agency) working as 'agent' will be obliged to give full transparency over rebates earned. Also on this episode we review the recent update made by the International Olympic Committee (IOC) to Rule 40 which relaxes the rules places on athletes with regard to mentioning personal sponsor brands. Previously Rule 40 enforced a blackout of any mention to brands who were not official sponsors of the Olympics. We consider the implications, on both the sponsors (who are potentially losing exclusivity) and the brands who have been on the outside and relied upon guerrilla tactics to get seen and heard. 

Marketing’s GROWTH Agenda For 2019: #MediaSnack 142 by ID Comms