How can agencies make the complex media landscape easier for clients to wrap their minds around?
For one thing, said Lyle Schwartz, managing partner at WPP’s GroupM, “we have to stop all the device focus. It’s about consumers and interaction with content wherever it plays.”
Schwartz commented on an agency panel session at Tuesday’s comScore Industry Summit in New York.
Scott Hagedorn, CEO at Omnicom’s Annalect, said that media agencies need to evolve into a much more “consultative” role.
Rob Jayson, Chief Data Officer, ZenithOptimedia agreed. Tactical services focused on optimizing spot placement are important but the use of data for strategic decisions, he said, will “drive the changing model” that media agencies must adopt. Agencies, he added, “need to lift the conversation to that strategic level.”
Data, added Schwartz, perhaps is best used to enhance communication among marketers and agencies about core objectives like building revenue. “With data we have a common language that can be used to see what it is that drives a client’s business.”
Programmatic buying will continue to grow, but it’s not the approach that should be taken to engage all audiences, said Jayson. Agencies need to advise clients on which audiences best lend themselves to a programmatic campaign versus a content buy. “We’ll see a mix of that,” he said, adding that the key is getting the right balance between the two. “Data will help determine that.”
The industry will need more data scientists and math-focused talent going forward. And Keith Camoosa, EVP, managing director, research & analytics, Magna Global said the industry has its work cut out for it in order to attract them.
“I think we have a branding problem,” Camoosa said. Part of the mission he said, is convincing talent that advertising is “more fun” than other industries to work in.
Hagedorn agreed, saying the industry needs to stress that it can be a more satisfying place to work as well, given the potential to “create a product versus just serving somewhere.”