Maarten Albarda

Meet Maarten at MediaPost Events

• Maarten attended OMMA at SXSW, March 07, 2014
  3/7: AT&T Center | 3/8: Textile, 310 E 3rd St, Austin
  

Articles by Maarten All articles by Maarten

• Agency Pitch Controversy That Isn't in Media Insider on 06/14/2019
  

  General Mills CMO Ivan Pollard issued a statement following backlash against the terms of an agency review his company is conducting.

• Why Marketing Change Management Fails in Media Insider on 05/31/2019
  

  The expectations for marketing change, especially by those without marketing experience but with results-driven metrics hanging over their heads, are often grossly unrealistic.

• To Combine Or Not To Combine? That Is The Agency Holding Company Question in Media Insider on 05/17/2019
  

  Some (like Sir Martin Sorrel) argue that holding companies should eliminate individual creative agency brands and put all into just one brand.

• Digital Ad Fraud Down: What Does That Really Mean? in Media Insider on 05/03/2019
  

  Yes, it is good news that we are down 11% on bot fraud -- but this is a $700 million improvement on a $221 billion global digital ad market.

• Half My Data Is Effective -- But Which Half? in Media Insider on 04/19/2019
  

  When I had the privilege of working with the late Simon Broadbent in the U.K., the advertising effectiveness research bug bit me firmly in the you-know-what.

• To Fix Workforce Diversity Problem, We Need To Solve Recruitment Problem in Media Insider on 04/05/2019
  

  Looking for your first job, you rely on job boards and recruiter tools. For more senior positions, you rely on your network. Both factors are biased.

• In-Housing Is Not Killing Creative Agencies -- Though It IS Hurting Them in Media Insider on 03/22/2019
  

  Unilever recently reported it had saved about $500 million in 2018 by taking agency services in-house, leading to much speculation.

• The War On Digital Ad Fraud Is Not Winnable -- Let's Reset The Argument in Media Insider on 03/08/2019
  

  Advertisers continue to plow enormous amounts of money into digital advertising, and organized crime (let's call it what it is) is now simply part of it.

• We Are All Frauds: The Way We Advertise Does Not Work (Says Havas) in Media Insider on 02/22/2019
  

  Shockingly, a Havas study issued every two years since 2008 shows consumers around the world couldn't care less if the majority of brands disappeared overnight.

• 6 Advertising Challenges To Resolve -- And 1 Cause To Address in Media Insider on 02/08/2019
  

  The WFA has issued a call to action to the industry we all represent. It's asking for ideas on six topics, which will be evaluated prior to the Global Marketer Week event.

Comments by Maarten All comments by Maarten

• We Are All Frauds: The Way We Advertise Does Not Work (Says Havas) by Maarten Albarda (Media Insider on 02/22/2019)
  

  Hey Ed - they actually have meaningful brands by category, but to unlock that section you'd have to buy the research, or be a (potential) Havas client. I assume that some brands are better than others at "being meaningful" than others within each category. But... I think, at the same time, that most deodorants or crackers or hand soaps will struggle to be meaningful, no matter how hard they try. What struck me is that 4 of the top 5 are pure "every day utility/convenience" choices. And that tells you probably more than anything else about what consumers truly find meaningful!

• Why TV Ad Folks Should Learn Digital Skills -- Now by Dave Morgan (Media Insider on 12/13/2018)
  

  Dave: could not agree more. My prediction that the media buyer profession would have been culled already in 2018 has proven to be too optimistic/pessimistic... but it is going to go that way. I wrote about that in November of 2016 if you want to have a laugh at my prediction... https://www.mediapost.com/publications/article/288984/media-buyers-dodos-predictions-im-sticking-to.html

• In A Trillion-Dollar Industry, The Answer Is Zero by Carl Erik Kjaergaard (MAD London on 10/24/2018)
  

  Of course, Joseph Jaffe and i predicted this back in 2013 in our book "ZERO, zero paid media as the new marketing model"  ;-)

• Official And Confirmed (Indirectly): Feds Are Probing Media-Buying Practices by Richard Whitman (Mediapsssst on 10/10/2018)
  

  Henry: I suspect the interest to explore a potential case stems from the fact that the government is a large advertiser in its own right. So it might be that help is sought from experts to understand practices and nuances in advertising deals and dealings. If the probe concludes that the government in its relationships with their agencies has suffered financially, a case might be brought forward but I am going to guess that it would be settled out of court pretty quickly. If such a case was to come forward, I assume other advertisers might also start a negotiation process for themselves, if they have solid reason to believe that their circumstances are similar to that of the government's case. Note: this is all specualtion of course, and I have no legal background to back up any of these assumptions.

• Retailers Turning To Self-Checkout Shopping by Chuck Martin (Connected Thinking on 09/26/2018)
  

  And not just a US phenomenon:https://www.esmmagazine.com/albert-heijn-checkout-free-store-amsterdam/55730

• The End Of 15% Agency Commission? by Maarten Albarda (Media Insider on 09/21/2018)
  

  Thanks Koenraad for the update from Belgium, and not surprised to see some other markets have followed suit. I think one other reason to do away with the commission is perhaps to be able to negotiate easier deals with the agency hold co’s? As you said it helps determine volume and discount for advertisers, but perhaps also makes the total volume deal with agency hold co’s easier to calculate? Dank je!

• 'Great British Baking Show' Rises Quietly To The Top by Adam Buckman (TVBlog on 07/10/2018)
  

  And this season will be the last season for the show in its current format. The BBC lost the show to Channel 4 in the UK, and with it all the presenters. Paul Hollywood has been the only one making the transfer - all others pledged their loyalty to the BBC.http://www.itv.com/news/2017-04-14/great-british-bake-off-mixed-reaction-to-new-line-up/The C4 show, with new presenters along with Hollywood, has done very well. Let's see if PBS can cut a deal with C4 for a continuation.

• Why I Fired AT&T by Steven Rosenbaum (Media Insider on 07/09/2018)
  

  Same experience, different company. Time Warner became Spectrum, and Direct TV is the only alternative to cable in Charlotte. My bundled Spectrum TV, Phone, Internet bill was about to go from $206 to close to $240. So we switched a couple of things around and downgraded to basic cable, now paying $115. We already had Prime so it was an easy decision.We also switched from Verizon to T-Mobile and lowered a phone bill of close to $200 to $60 with many more relevant bells and whistles and excellent customer service.As they say, it pays to shop around. And it pays to re-evaluate!

• Ad Execs To RFP: RIP by Joe Mandese (Research Intelligencer on 03/21/2018)
  

  I think what we are talking about here is a very specific type of RFP. If I understand the context correctly, this is an RFP issued by a marketer to a (group of) potential programmatic platforms. They state "here is how much money I have, here is who I am after. How are you, platform, going to deliver this and at what price point?"I can believe that this variety of RFP is declining, as the demands of programmatic have become more sophisticated (i.e. beyond pure lowest cost) and some have taken this in house.The "other" RFP is the one I am more familiar with, which comes from marketers seeking a change to their total eco-system of marketing. They are unhappy with (or unclear about) the performance of their marketing dollars, they feel their eco-system has ballooned into something that does not work as well as it should (i.e. silo-ed, with redundancies and inefficiencies, etc.) and the outputs of their marketing eco-system do not reflect the world that their consumer lives in. The occurence of that RFP is not going away, but growing, in our experience.

• Marketing's 2017 Shiny Object Obsessions? Bah, Humbug! by Maarten Albarda (Media Insider on 12/29/2017)
  

  Thanks Paula: same to you and yours!

About Edit

You haven't told us anything about yourself! Surely you've got something to say. Tell us a little something.