Four Years on from Jon Mandel, We’re Focused More on Brains Over Brawn

Look at us now amp160Using the patented CogBlogoMeter of Campaign news headlines I can tell you itamp8217s been 133 days and counting since the last amp8220Media agency X in trading dispute with media vendor Yamp8221 story amp160And that was about the end of the disputeMeanwhile Goodstuff has had its media showcase creative extravaganza Iris has realized that it makes a load of sense for creative agencies and media agencies to work together the Thinkbox planning awards continue to reward excellence in thinking as opposed to wedge swinging and Campaignamp8217s venerable editorinchief has written of the importance of partnershipsClever research into the power of context is everywhere amp160Media trade bodies have become the industryamp8217s thought leaders cleaning up awards and generally breaking new ground as cheerleaders for the ad businessAnd what of the networks amp160The giant wedge wavers whose sheer size and scale was going to mop up these pesky independent challengersamp160 Well the FBI is pushing ahead with its investigation into media buying practices amp160It seems like only yesterday that the ANA investigation into alleged malpractices was in train a process donamp8217t letamp8217s forget that was set in motion by one exagency CEO making a speech on March 5 2015 only four years agoJon Mandel declared amp8220Media agencies arenamp8217t living up to their fiduciary duties to their clients amp8230 They are not transparent about their actions amp160They recommend or implement media that is off strategy or off target if it works for their financial gainamp8221The ANA enquiry made headlines because the trades jumped on the matter of how agencies seemed to be pocketing rebates due their clientsWe shouldnamp8217t forget the howls of the networks the cries of unfair and unjust accusations amp160The attempts to hide behind contractual termsYet the major story was less about rebates and more about buys influencing plans an altogether harder thing to spot and something that is much less black and white within agency client contractsFour years on from Mandel and thank goodness weamp8217re focused more on brains over brawnThe networks still have their place of course amp160Global best practices learning and applying lessons consistency of operating principles all are attractive to certain advertisersBut whereas it was all looking like a onesizefitsall future with size of gross billings being the only criterion that mattered the media agency world postMandel is more nuanced more interesting more creative and more collaborativeA world where thereamp8217s room for all amp160except that is for those who eventually get fingered by the FBIPhoto by You X VenturesUnsplashClick the social buttons above or below to share this content with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writersamp160

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Four Years on from Jon Mandel, We’re Focused More on Brains Over Brawn

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Brian Jacobs

FEMA and the Ad Council Encourage AANHPI Communities to Enhance Disaster Preparedness in New PSAs - Ad Council InSites

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Four Years on from Jon Mandel, We’re Focused More on Brains Over Brawn

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