Nadia Shchipitsyna
By Nadia Shchipitsyna
Mar 30, 2016 10:50:31 AM

#MediaSnack - March 2016

 

#MediaSnack Ep. 14: Agency Confessions, Geico “Fast-Forward", Havas 2015 Results.

On #MediaSnack Ep. 14 we first discuss a fascinating "confession" made on Digiday.com by an unnamed CEO of an agency about the state of the digital display market. His or her claim is that display is a waste of money and advertisers generally have been spending in display for years without seeing any meaningful results. It's an explosive admission / confession in itself and worth a read, just for entertainment purposes even if you don't believe the statement. This is part of a long "confessions" series by Digiday.

Next up we review a new campaign by Pre-roll superstars Geico.com - you may recall their "Unskippable" activity from last year which won awards everywhere, notably at Cannes. To raise the bar further they've come out with a new format called Fast-Forward which shows more intelligent use of YouTube's TrueView functionality. Links below to watch the films, great insight really well executed. It shows a brand and agency (The Martin Agency) really on their game and understanding how content, context and connection work together.

We quickly mention that the ID Comms 2016 Transparency Survey closes today, please check out the links below to participate if you haven't already. Results to be published end of March.

Finally we take a look at some impressive results coming out of Havas Group and consider behind the numbers what is driving the recent strong performance of this marketing services group.

 

 


 

#MediaSnack Ep. 15: Publicis restructure, Nielsen & Pointlogic, WPP 2015 results.

On #MediaSnack Ep. 15, David is accompanied by ID Comms Head of Performance Alex Morse whilst Tom is away in NY speaking at a client conference (he will report back on next week’s #Media Snack).

We are talking about the final big reveal of CEO Steve King’s vision for Publicis Groupe’s media entities. Since first announced the group have been very quiet on the details as we’ve discussed previously talked a lot about the restructure (see Episode 9 https://www.youtube.com/watch?v=9_VpdXHd2jwfor a back story to all this). Steve has provided good clarity with a strong narrative around it, the structure is nothing revolutionary and may be accused of being cautious or “me too” but it is a massive step forward and we look forward to seeing how this operates in practice.

Second, Alex is picking up on Nielsen’s recent acquisition of media planning tool – Pointlogic and how that represents a short in the landscape. Alex warns that this might attract the interest of media agencies seeing Nielsen as a competitive threat.

Finally, we look at WPP’s very strong 2015 financial results and consider why CEO Sir Martin Sorrell seems to be very cautious on future growth, driven by economic pressures and uncertainty of the 2016 media pitch market, which we have said we expect could be as busy as 2015.

 

 


 

#MediaSnack Ep. 17: Gary Vaynerchuk talks Media Agencies, Rebates & English Football.

On #MediaSnack Ep. 17 we have a special guest, Gary Vaynerchuk, founder of VaynerMedia who drops in for a chat with ID Comms co-founder Tom Denford whilst he’s here ahead of the agency’s London launch and he’s also promoting his new book #AskGaryVee. Gary wears many hats, as an entrepreneur, writer, speaker, agency principal and digital and social marketing thought leader. He is the presenter of the weekly #AskGaryVee show on YouTube and star of his new daily video show #DailyVee which follows and documents his life as a full-throttle entrepreneur, tech-investor, speaker and social media influencer.

Following on from last week’s episode when we discussed a meeting Tom had in New York with the VaynerMedia team, Tom asks Gary about the idea behind his fast growing media agency business, whether they see themselves as disruptors and why they are launching in London as their first international office outside US. Typically Gary doesn’t pull any punches, when asked about the ANA’s media rebate investigation in the US, Gary is forthright both about the existence of incentives paid to US media buyers and also VaynerMedia’s clear policy on accepting or offering incentives.

Finally, its well known Gary is a huge NY Jets fan, often stating that the ultimate goal behind his rapid empire building is the wish to one day buy the Jets franchise. In #MediaSnack Episode 8 The SuperBowl special, David and Tom made some rather poor predictions on American Football. We take the opportunity to put Gary on the spot and make some predictions for English football. This weekend sees a schedule of European international friendlies, watch Episode 17 to see Gary Vaynerchuk’s score predictions for the big games; Germany v England and Armenia v Belarus...

 

 

 

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ID Comms team