Last week the ad business came together to celebrate creative excellence at the annual Cannes Festival.

Or: last week the ad tech giants along with a number of circling bankers and assorted money men came together in Cannes to celebrate the takeover of the ad business by a combination of machines and mathmen.

Since Nick Manning and I started what has become the Who Cares? movement we have been asked by various people what our motivation is, and why such a thing is necessary.

Prose.

It’s about a month since a Cog Blog co-authored with Nick Manning appeared, and kicked off what has become known as the ‘Who Cares?’ movement.

… at the very beginning. A very good place to start”. [Oscar Hammerstein and Richard Rodgers]

The last Cog Blog post, co-authored with Nick Manning created a stir. Described by some as a ‘call to arms’ and no doubt by others as ‘two old blokes desperately seeking relevance’ (which by the way we neither need nor want), the point we were, and are making is that for many in the advertising industry the advertising itself has become an after-thought.

The craft of advertising faces a crisis. And without the craft the business per se is in trouble, adrift in a sea of creative and media sameness without verifiable, solid data to cling on to.

During a video interview with Havas Global’s Managing Director Jon Waite (soon to be released as an asiCast, watch this space) Jon referenced an event he had been at during which a poll of the audience revealed that 79% were familiar with attention metrics. When members of the audience were asked how many adopted an ‘always on’ approach when it came to using these data the number dropped to 1. Not even 1%, just 1.

Harold Macmillan, UK Prime Minister in the 1960s was once asked by a journalist what was the most difficult thing about being Prime Minister. His reply: “Events dear boy, events.” It may be unfashionable to say so but the most difficult thing about being a media agency in the 2020s is not systems, algorithms or even blog posts from smarty-arsed consultants but relationships with clients.

This post is made up of elements that have appeared previously on ‘The Media Leader’ in two separate pieces in February 2024

For some while now the industry has faced a problem with its basic metrics. I say ‘faced’ although the truth is we haven’t faced up to the issue at all, doing that curious media dance of sticking our fingers in our ears, twirling round three times, clicking our heels, and hoping the problem will go away.

Take share-of-voice, or SoV.

Opening one of the sessions at last November’s asi Conference in Nice, Richard Marks (who, with Mike Sainsbury does a sterling job putting the event together each year) made the point that he has never known a time when the politics of measurement is so all-pervasive.

He’s right – and it is disturbing.

One of the unintentionally hilarious things about LinkedIn is the number of earnest posts telling us all what we can learn from this event or that occurrence. ‘5 Things Every Marketer Should Take From King Charles’ Coronation’. The fact that I feel the need to explain I made this up says it all.