MediaSense published the third iteration of Media 2020, Media 2020 & Beyond in May, providing many opportunities to spend valuable face time with leading marketing, media and procurement professionals and discuss the challenges facing today’s global marketers.
The report, which surveyed over 200+ marketers, and interviewed 30+ CMOs and Agency leaders, produced landmark research delivering learning and insights for senior marketers.
We have welcomed clients, contributors, and new connections to workshops at the Festival of Media, ProcureCon Marketing and at our own Breakfast Briefing and Q&A.
On May 22nd, we were delighted to launch the research at The Global Festival of Media, the only global forum which focuses on Media Professionals. MediaSense Co-founder and Director, Graham Brown hosted a one-to-one on the main stage with Ian Cairns, Global Performance Marketing Director at Just Eat – discussing the demands of brand-connected consumers through a Media 2020 & Beyond lens. Ian highlighted ‘speed’ as a main KPI for Just Eat; ‘I want to flip the model and use agencies more for creative and strategic stimulus and less for execution’ adding, ‘weeks is the new years – let’s enable customers to become faster to improve their user-experience’.
On day two, MediaSense partner, Ryan Kangisser, gave an exclusive presentation of the findings to an attentive audience.
Our sold-out workshop at ProcureCon Marketing, attended by global procurement leaders, raised a lot of discussion around in-housing and the implications this may have to the existing agency model and audit methodology.
In June at our Brand Breakfast Briefing , MediaSense Co-founders, Andy Pearch and Graham Brown led the debate to a full house, at our new offices. Whilst in-housing was still a hotly debated topic, client attendees also wanted to delve deeper into the critical talent issue that is facing the industry; how to attract and retain talent that is fit for purpose.
A great opportunity for brands to come together, discuss insights from the report and deliberate on industry challenges.
Trends
We have seen trends emerge across all three of our briefing sessions around key challenges that resonate with many leading brands. The research has revealed that faster turnarounds and an increased need for agility mean that clients are taking the step to build their own media and creative teams. Consequently, the competition to hire talent is increasing as agencies and brands seek out the same specialist skillsets.
The report has surfaced five agency-client relationship archetypes, each one representing a different stage in the journey from out-sourcing to full in-sourcing. These markers of organisational change generated interest with all our brand guests and it was interesting for them to explore where they, as brands, find themselves on the spectrum of organisational transformation. It also clearly highlights that media in-sourcing is not suitable for all brands.
If you would like to see the full report which outlines the five essential elements of Media Excellence, request a download. We welcome your thoughts on the findings, please get in touch if you would like to discuss the report or your media challenges with a member of the MediaSense team.