Ten Two Lessons from 2010 Media Mavens
Has it happened again? In sharing insights and encapsulating trends of a post-mass media consumer age, is it the clients (P&G and MTV) who are sharing the more holistic understanding of what is happening? Agencies, after all, are supposed to be exhibiting their value by showing thinking that can lead / help / impact (and dare I say ‘impress’) clients. Right? So why are we coming up with new ways to dress up the same old integrated consumer ambush reliant on one-way communications?
For their part, Stewart Atkinson’s challenge to focus on relationships and Colleen Rush’s mention of innovation research as far upstream as you can get it is dead on. Real relationships, not “strong correlations between GRP’s and site visits”. And innovation research described as more than simple focus groups and surveys is strong, but more important is the timing and role in planning. Ignoring the validity of the Hawthorne Effect, research that can instruct thinking rather than confirm thought is a much more effective investment. Together with the ultimate goal of creating relationships, these are powerful tools.
ANA and AAAA’s issue their warning via client satisfaction surveys every year. So even if the goal of an agency isn’t surpassing the leading client thinking in the industry, the goal should at least be catching up.