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No matter where you are, if you specialize in paid media the strategic aspect of things has been lost. The pendulum has swung too far to performance media and while there’s a role for that type of strategy, we need a renaissance of sorts - going back to the basic fundamentals of media strategy…not just talking digital and data. Back to classic media planning is what I believe the industry needs.
Hang in there…I feel your pain.
Unless you build a measurement model that includes proxy/creative metrics that capture the consumer pathway, then the default will always be last click - aka total and homogeneous ROAS.
I miss 360 deals and larger buys. Now it’s all performance media and boring. Because this shift the job hasn’t shifted to a bonus goal orient where the harder you work the more you can make. No rewards for a cool sponsorship anymore or finding new tech unless it has measurable roi
I dunno what you want to hear but…no it isn’t fun lol
Haha, fair enough. I’m at a weird fork where I could even deeper (previous AMD, now corporate) or go wide on the business. Media is just less and less interesting now than it used to be
Sorry, but you're right. It's terribly boring these days. A 12-year-old can do digital media. I am so happy I was there when it was a blast. Get out and find a better industry.
Married a rich guy and am working part time for a research firm. Easy work, supportive environment with fun people. Life is good.
My team still does big partnerships, 360 ideas and first to markets. Due to some promos and rotations, we have associate, sr. associate and manager openings if anyone is looking! DM me.
Take a step back and really think about what brought you into media in the first place and what you actually enjoyed about it. From there, you can either refocus on your current role in media or look to incorporate more of what you did enjoy(ed) about media in the wider business role.
For me, I hit that point with agency life about two years ago, and was miserable for a year until I finally left. Got tired of the grind, lack of respect and constant poor business practices - all rectified in my new role.
I went tech/platform side.
Few things happened. Agencies were greedy, people left agencies and went client side and exposed agencies. And me too movement and COVID made it less likely for agencies and publishers to have as many big open events as they once did . The agencies being greedy and focusing on the roi during pitches created teams that aren’t staffed for anyone to have fun. They are staffed for very little wiggle room. They also promoted too many assistant roles where you have everyone as a supervisor 2 years in.
Media no longer focuses as much on media but more on the data and the audience.