Page 50 - Internationalist Magazine 2015 75

become detached from the reality of how their
who for a long time were the agents working on

behalf of advertisers acting as custodians of the money is being spent.”

advertisers’ best interests, have now become the • “Six media holding companies, most of whom are

media owners.”
larger and more in uential in media trading than

• “Faced with declining fees from their
any media owner, now determine who gets what

advertiser customers, the media agencies, quite and where and at what price. The media agency

understandably have turned their attention to the has indeed become the media owner when it

media owners as sources of additional income.”
comes to trading media.”

• “The media agencies now nd themselves in a • “Automation is a very hot topic and cross- industry

wholly changed environment. Originally charged studies show that marketers deploying data driven

with protecting advertisers’ best interests and campaigns can increase ef ciency by a third. But

being paid by the advertisers accordingly, they now the risks are considerable.”

enjoy the considerable majority of their income • “The media agencies have the scale to exploit this

from the media owners, whilst still vowing to nancially across the portfolio of their activities

work for advertisers, and now bring to the media in this fast moving expanding eld in which the

owners even more new opportunities.”
blurring of boundaries accelerates.”

• “The pace of change and the scale of offering • “Matters have now reached a head of steam where

have come as a surprise to many in the business. advertisers have now relinquished control. But it is

This is an example of how easily advertisers have
the advertiser who controls the purse strings and

now is the time to use that authority.”

• “For too long marketers have been lulled into a

false sense of security about their media trading.

This has allowed media agencies a free hand to

operate in their own best interests.”

• “The time is right for Marketers to regain control

over the way in which they allow third parties to

spend their money.”

According to John Billett, 3 Action Points

Will Deliver Results:

1
. First, start taking seriously the organisation,

decision taking and monitoring of your

marketing spend. Advertisers must take back

To download the full speech go to:
control.

http://idcomms.com/wp-content/
uploads/2015/11/IDComms_WCM_Lecture2015_
No longer can managers leave this to
AgenciesBecomeMediaOwners.pdf

procurement who have demonstrably failed to

48 the internationalist