#MediaSnack

Advertisers are changing #MediaSnack 122 by ID Comms

#MediaSnack Ep. 3: John Lewis #ManOnTheMoon - The Best Media Idea Of 2015 by ID Comms

In this special episode of #MediaSnack Tom is joined by Bill Ryerson, founder and president of Population Media Center. Population Media Canter is a non-profit organisation that uses media to change lives of people around the world. It works to educate people about health, social norms and environment by creating entertaining serial dramas. It works to change social norms on key issues related to women’s rights and reproductive health by creating long-running series featuring characters that evolve into role models for the watching audience. In African countries, where radio is the most consumed media, PMC works with local production companies to create relevant radio dramas. Listeners are getting so emotionally attached to these series that they even naming their children after the main characters. This shows a significant power of this initiative and proves that partnership with PMC gives a great opportunity for brands.In this exclusive interview Bill shares some impressive statistics from PMC’s Ethiopian project that was aiming to change attitudes of population towards HIV testing and family planning and attracted 46% of Ethiopian population as regular listeners. The married women who were listening to the series dramatically increased reported use of family planning products from 14% to 40% by the end of the program.PMC also creates TV dramas and in the US “East Los high” remains in the top five on Hulu for all four seasons and is now on season five. East Los High targets Hispanic teenagers and educates them about teen pregnancy, obesity and many other issues. Online data shows that viewers of East Los High were increasing their visits to reproductive health and other health service websites. Many years ago soap production companies used to funding “soap operas” to increase their sales, now PMC works with brands and individual donors to create stories that are changing lives around the world. ID Comms partnered up with PMC in 2016 and to find out how you or your company can contribute to the great work that PMC does please ask ID Comms for an introduction.

The most important thing for successful marketers to grow is by being BRAVE, says Gemma Greaves in this wide-ranging interview in New York.

She has expanded The Marketing Society around the world and recruited some of the world's best CMO's as leadership.

We find out what motivates her, where does she find her inspiration and mentors?

Episode links:

The Marketing Society website
https://www.marketingsociety.com/

The Marketing Society twitter
https://twitter.com/themarketingsoc

Gemma Greaves twitter
https://twitter.com/gemmahgreaves

What does it take to put on a global media conference? How do you keep on top of global trends and decide what to prioritize and put on the agenda each year? 

Jeremy King, CEO of The Festival of Media shares the months of planning that go into each of their Festival events. If there's one person that sees the macro changes in the industry so closely each year it is Jeremy. 

Learn why Jeremy has been such a passionate advocate for inclusion and diversity in the industry and the role that the Festival has played in raising that agenda onto conference stages around the world and inspiring the whole media industry to make change. 

Episode Links:

Festival of Media website
http://www.festivalofmedia.com/global/

Festival of Media twitter
https://twitter.com/FestivalOfMedia

Jeremy King twitter
https://twitter.com/jeremyking05

How procurement helps CMO's deliver growth: #MediaSnack 152 by ID Comms

On this week’s #MediaSnack we hit double figures and look at the brewing angst between the US agency trade association the 4A’s and their US advertiser trade association counterpart, the ANA. They were both due to collaborate on a joint task force to address accusations of media rebate practice but they have fallen out a little and the 4A’s raised the temperature last week by issuing their own guidelines without aligning with ANA. Cue the ANA (rightly) criticising the 4A’s for going “rogue” and issuing incomplete guidelines. We look at the facts and analyse the 4A’s output. Next we try to make sense of the very complex Sony media review results which began to trickle through, it looks like a massive win for Mediacom. Or is it? We uncover more confusion. Finally we think about what might be driving Facebook’s stellar numbers from their Q4 reporting. We ask "is it sustainable and will it last"?

On this week’s #MediaSnack, David is accompanied by ID Comms Head of Performance Alex Morse whilst Tom is away in NY speaking at a client conference (he will report back on next week’s #Media Snack).We are talking about the final big reveal of CEO Steve King’s vision for Publicis Groupe’s media entities. Since first announced the group have been very quiet on the details as we’ve discussed previously talked a lot about the restructure (see Episode 9 https://www.youtube.com/watch?v=9_VpdXHd2jwfor a back story to all this). Steve has provided good clarity with a strong narrative around it, the structure is nothing revolutionary and may be accused of being cautious or “me too” but it is a massive step forward and we look forward to seeing how this operates in practice.Second, Alex is picking up on Nielsen’s recent acquisition of media planning tool – Pointlogic and how that represents a short in the landscape. Alex warns that this might attract the interest of media agencies seeing Nielsen as a competitive threat.Finally, we look at WPP’s very strong 2015 financial results and consider why CEO Sir Martin Sorrell seems to be very cautious on future growth, driven by economic pressures and uncertainty of the 2016 media pitch market, which we have said we expect could be as busy as 2015.

As the media industry braces for the impact of the Omnicom-IPG merger, advertisers face a shifting landscape filled with both risk and opportunity. In this episode of #MediaSnack, Tom and David unpack the real implications of the merger—whether you're with Omnicom, IPG, or any other agency group. They introduce a practical four-quadrant framework to help advertisers understand where they stand and what actions to take. Then, in the How to Win segment, they tackle why brands need to shift their thinking from chasing cheap media to prioritizing quality and effectiveness—and how to stress-test your agency relationships and audit practices to make smarter media decisions in 2025 and beyond.

01:04 – How Not to Lose

12:04 – How to Win

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

Explore the Omnicom-IPG Merger Hub: https://www.idcomms.com/omnicom

The High Cost of Cheap Media:  https://www.idcomms.com/blog/the-high-cost-of-cheap-media

Winning the Digital Pitch: https://www.idcomms.com/blog/winning-the-digital-pitch

💡 Want to stay ahead in media? Visit https://www.idcomms.com
🔗 Follow ID Comms on LinkedIn: https://www.linkedin.com/company/id-comms/

ID Comms talks to Lou Paskalis, former SVP, Customer Engagement and Media Investment at Bank of America, about the ANA’s Media Transparency report and its lasting impact.

“While we didn't uncover any issues on our own, we went from a rather short contract, relatively speaking at the time with our agency to a very long one, which was rife with thou shalt nots, about various activities that may or may not have been happening at the holding company,” he says.

Lou, who was SVP, Enterprise Media Planning, Investment and Measurement Executive when the report was published, says that the information from the ANA enabled Bank of America to protect itself from some of the behaviors alleged to have been happening across the holding companies. “It just became imperative to elicit each of those items and describe our expectation in what kind of penalty we would expect if we were to find that those activities were taking place against our will,” he says.

The company worked through these issues quickly during the summer of 2016 thanks to the financial sector’s culture of risk mitigation but Lou recognizes that others might have taken longer to react. And he adds that the ANA’s work in providing frameworks, essential tools and resources, and, even in some cases, providing consultancy, like a contract template ensured that no one could avoid the issue.

Reflecting back, he argues that the unity showed by the industry in tackling this complex issue could teach today’s marketers a thing or two. “I think we need to have a consensus agenda as a marketing industry and work with some other trade associations in partnership. The reality is that the biggest platforms still receive 90 to 95% of their revenue from advertisers. And yet advertiser leverage has diminished over the last 10 years. As a result, a lot of things are happening that the marketing industry is neither benefiting from nor are consumers necessarily. I think we have to have a focused agenda with everybody pulling oars in the same direction,” he concludes.