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Does New Media Act for the Brand

FT points to the massive dominance Facebook and Google have over digital spend – about 75% of all new digital spend in fact. And that soon digital will eclipse television in terms of spend. Paul Frampton, chief executive of Havas Media Group UK, says they are “black boxes” that have too much power.

“They don’t give agencies or the brands access to their algorithms and the data being mined are for Google and Facebook — and not for the brand.”

Yes, except we as advertisers have access to massive amounts of data from both. As a result we can do fine grain targeting and drive ever increasing efficiency even as prices increase. So, perhaps it’s a grey box. 

Not touched on is whether the increase in share of media wallet is a result of us doing more in digital, or, significant increases in prices. Both are happening. What we are doing is moving more within the digital wallet as well – less to Yahoo!, Linked-in (barely noticeable at Cannes), Bing and others.

I’ll let you read the rest but what amazes me is how absent the marketer is from these conversations. Lots of agency folk, buyers and consultants. The reality is the shift is being driven by clients.

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Reads, Feeds & Looks

 

I’ve got so much reading going on I normally fail when someone asks me to recommend something I am reading. So, will start posting here on great current reads.

Top of the list is: The Seventh Sense: Power, Fortune, and Survival in the Age of Networks, Joshua Cooper Ramo (Little, Brown and Company, 2016; nonfiction).

Good list from McKinsey here. And don’t forget to read the latest book I was lucky enough to collaborate on.

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Sanzaar is a Mess

Greg Thomas isn’t just a poor spokesperson for Sanzaar, he’s a mouthpiece for an organisation that has become clearly biased to serving Sth African rugby. As if the slanting of semi-finals and final locations weren’t enough, we then have the debacle where the Crusaders can’t even get to Sth Africa with a reasonable rehabilitation window – clearly favouring the locals.

Then today, Greg feels it’s his and Sanzaar’s job to rule on the quality of a team. Where local players serve their country on the field that clearly shouldn’t impact their eligibility to play in the tournament. I can see how their ruling would be fair as applied to players joining from other teams, but where it involves national representation across the code its a cynical view to hold. To suggest that the players they’ve selected are better than Messam is, well, ridiculous.

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A High Mean and Median of Zero

Loved this piece on and from my friend Paul D’Arcy.

“… he aims for a high mean and a median of zero, meaning he anticipates more than half of his team’s ideas will fail” 

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CMO Tenure Increasing

I’m not seeing it in Australia – and the lazy approach brands in crisis are taking to CMO recruitment is staggering. Nevertheless – interesting comments from the WPP crew:

“If you are running a legacy business, as many of our clients are, you face disrupters like Uber and Airbnb at one end of the spectrum, zero-based cost budgeters like 3G and Coty at the other end, with seemingly short-term focused activist investors in the middle, like Nelson Peltz, Bill Ackman and Dan Loeb,” WPP added.

“There is, therefore, considerable pressure in the system. Moreover, the average managerial life expectancy of a United States CEO is currently 6-7 years, a CFO 5-6 years and a CMO two years, although the latter has improved from 18 months recently.”

Interesting story also on rebirth of financial PR. I’ve been developing a view that PR needs to get back to PR as its core function – a new PR – PR 4.0. It got distracted chasing social, content and more. We need hardcore PR help in our businesses to engage through new media.

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