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Because the agency gives you someone to blame when things don’t work out like you wanted. I think from a client’s internal, politically tinted perspective, that’s a bit part of our value.
You just summed up my biggest frustration with one of my clients right now, OP 🙌🏼 I’m completely over wasting hours upon hours developing a solid strategic recommendation only to get it ripped apart by someone who has no idea what he is talking about
^More so than creative agencies
^someone who doesn't actually know the discipline. Any econometrics in beautiful copy? There is quantifiable science to audience sizing and investment, attribution methods, awareness, consideration and acquisition goals. Performance is what clients want. Dynamic creative drives business. We need brand ideas, but we won't need :30 scripts. See ya.
We're professional scapegoats.
Will “media” planning/strategy agencies even be relevant 10 years from now?
Preach 🙌🏻
with some media - you need the agency’s contacts. not so much in digital (anyone can buy banners or google ads) - but for television, it’s hard for the clients to buy direct from the stations.
Interesting EVP. Assumption is will adapt to vanishing traditional media. Why do you think they will be more resilient than Creative?
@svp1 programmatic is garbage.
Seriously though if you can match audience electronically to channels via programmatic how much real value could a human media planner really add? A big media shop may get good rates, but in terms of real efficiency value I would say maybe they return 5-9% at best. Hardly worth the fees
I mean display ads suck regardless of the method of buying. People are conditioned to scroll passed display, skip videos or look away during unskippable ads.
They aren't effective.
Audience based buying is great, but display happens during times when people don't want to consume ad content
I know nothing about programmatic or ad buying or media strategy, but it seems like automatically buying ads for your audience is only as effective as how you define or create that audience - you know? And maybe that’s where media strategy comes in?
No, media planning/strategy agencies won’t exist in 10 years. It’s a made up discipline with no principles at all.
There is a lot more strategy in programmatic than you think. And OP, eventually every media buy will be data informed and auction based so not sure what you mean....