a levy is the best bet;<\/a> indeed that is apparently still under consideration.<\/p>\n\n\n\nIt was interesting that Duffy listed current \u2018funding partners\u2019 of Origin.<\/p>\n\n\n\n
26 advertisers; 5 agency holding groups (why no Havas?); one indie agency (The Kite Factory \u2013 not the usual suspects); 8 platforms \/ media owners (Facebook, Google, Amazon but no broadcasters).<\/p>\n\n\n\n
How come?<\/p>\n\n\n\n
When I started, in the full-service agency era the most important person in any of our lives was the client.<\/p>\n\n\n\n
It was clients who paid our wages; agencies rose and fell on the back of work they did for their clients.<\/p>\n\n\n\n
And what did clients buy? Creativity.<\/p>\n\n\n\n
The best bought great work; but defining \u2018creativity\u2019 was always hard and many clients struggled with a definition of \u2018good\u2019 let alone \u2018great\u2019.<\/p>\n\n\n\n
Media on the other hand was binary. Cheap was good,, cheaper was better. And defining \u2018cheap\u2019 needed a currency measure.<\/p>\n\n\n\n
Along came media agencies, in the UK in the early 1970\u2019s. They flourished because they focussed on buying better. They cut advertisers\u2019 costs two ways \u2013 lower commissions and lower media prices.<\/p>\n\n\n\n
Over time they worked out, as media supply increased at a far faster rate than demand that they could make money from vendors.<\/p>\n\n\n\n
Clients weren\u2019t engaged, the agencies made hay. The relationship between agency and vendor was what mattered. Clients were side-lined \u2013 more to the point they let themselves be side-lined.<\/p>\n\n\n\n
Then along came Jon Mandel, transparency and all that stuff.<\/p>\n\n\n\n
Suddenly clients were paying attention, in spades. The agency gravy train hit the buffers, and here we are.<\/p>\n\n\n\n
This is I know massively simplistic, but there is one important piece in the middle of it all. Agency and vendor was the relationship that mattered. Clients came and went, changing agencies on the back of trading promises made and rarely kept.<\/p>\n\n\n\n
Agencies had come to realise they couldn\u2019t make decent money from clients, so they looked elsewhere to allow them to live in the manner to which they had become accustomed.<\/p>\n\n\n\n
With hindsight they could have changed focus from buying to planning; from volume to high-end consulting, but it\u2019s hard for a management leopard to change its spots. Agencies were largely managed by traders; so trading is what they did. If one trading avenue closed, another would open soon enough.<\/p>\n\n\n\n
But recently clients have been moving centre-stage. Origin is a worthy attempt to deliver something all planners need as a first step in a process that will ultimately help them assess the value of their multi-channel communications.<\/p>\n\n\n\n
Agencies have been left not as initiators, or drivers but as contributors.<\/p>\n\n\n\n
Broadcasters still seem to be living in a world of cost-driven deals, where the cake was for ever growing and their only worry was their share.<\/p>\n\n\n\n
It is so obvious that the game has changed. Broadcasters are now up against Facebook, Google and the rest, companies multiple times their size. Money has for ages been flowing the way of the platforms and away from the broadcasters.<\/p>\n\n\n\n
They can continue fighting over an ever-smaller cake and become irrelevant to the guys who ultimately pay them \u2013 the advertisers.<\/p>\n\n\n\n
Or they can change the game. After all, if you can\u2019t win at volume of audience you can either moan on about audience definitions (and still lose) or focus on what you can deliver \u2013 an attentive audience (comparatively) seeing the message on a large screen (comparatively) surrounded by trusted editorial content (comparatively).<\/p>\n\n\n\n
Broadcasters should realise advertisers are doing what they, and furthermore the industry as a whole needs to do. That happens to include an ambitious research programme based around planning needs, not buying numbers.<\/p>\n\n\n\n
The buying numbers bit is well catered for by the JICs. That\u2019s the bit where the broadcasters have historically felt most comfortable, but the game has moved on.<\/p>\n\n\n\n
Calling foul on the technicality of definitions \u2013 which is what it is, albeit a very large and important technicality will lose the broadcasters advertiser supporters, influence and money.<\/p>\n\n\n\n
Anyone will tell you; if you\u2019re losing then better to change the game than complain about the rules.<\/p>\n\n\n\n
And if you\u2019re being beaten up, better to get onside.<\/p>\n\n\n\n
Broadcasters should join Origin. Sharpish<\/p>\n","protected":false},"excerpt":{"rendered":"
Last week saw the UK Advertising Association\u2019s Renew 2022 event, held jointly with the IPA (agencies) and ISBA (advertisers). In amongst excellent initiatives on growing and maintaining talent, and improving inclusiveness ISBA\u2019s President, Peter Duffy, Moneysupermarket.com\u2019s CEO updated delegates on Project Origin. This is the cross-media measurement initiative launched by ISBA\u2019s DG, Phil Smith at […]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[1],"tags":[],"_links":{"self":[{"href":"https:\/\/www.bjanda.com\/blog\/wp-json\/wp\/v2\/posts\/1554"}],"collection":[{"href":"https:\/\/www.bjanda.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.bjanda.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.bjanda.com\/blog\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.bjanda.com\/blog\/wp-json\/wp\/v2\/comments?post=1554"}],"version-history":[{"count":2,"href":"https:\/\/www.bjanda.com\/blog\/wp-json\/wp\/v2\/posts\/1554\/revisions"}],"predecessor-version":[{"id":1556,"href":"https:\/\/www.bjanda.com\/blog\/wp-json\/wp\/v2\/posts\/1554\/revisions\/1556"}],"wp:attachment":[{"href":"https:\/\/www.bjanda.com\/blog\/wp-json\/wp\/v2\/media?parent=1554"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.bjanda.com\/blog\/wp-json\/wp\/v2\/categories?post=1554"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.bjanda.com\/blog\/wp-json\/wp\/v2\/tags?post=1554"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}