The Musings Of An Opinionated Sod [Help Me Grow!]

The Media Mumble …
July 22, 2015, 6:20 am
Filed under: Comment, Communication Strategy, Media

I’m a big fan of media planning.

Not the sort of mouse-clicking, box-ticking rubbish that goes on way too often … but the sort of planning that truly demonstrates an understanding of cultural behaviour to help realise a clients commercial ambitions.

Now that sort of approach is nothing new, if anything, it has been the basis of how media planning was supposed to work from day one … which is why I never fail to be amazed when certain specialist agencies make it sound they’re being revolutionary when all they’re actually doing is adopting the fundamental approach of their discipline.

But what really bugs me is that despite all their big [read: small] talk … despite them having more data, tools and opportunities at their fingertips than ever before … media planning was arguably more inventive in the past than it is in the present.

Of course, part of the reason for this is that the most important attribute a client wants in their media partner is quantifiability … which means they are automatically limited to choosing platforms that already have industry ‘measurement criteria and benchmarks’ built-in.

Now I totally understand and appreciate why clients regard this as important, however knowing how many people have been exposed to a message is very different to approaching communication with the goal of influencing change of attitude or behaviour.

It’s for this reason that I still find it amazing how few companies give their media partners 10-20% of their media budget to experiment or explore alternate approaches with. It’s almost like they feel safe in the comfort of predictability – which is of course exactly why they don’t do it, because in corporateland, it’s better to not cause any surprises than run the risk of doing something great.

How I wish they would. Not just so infectious creativity could be put back into media strategy … not just so they could see how impactful this approach can be on their business … not just so some very good and talented media strategist mates of mine could truly show how brilliant they are when given real freedom … but to stop out-of-date, slightly awkward, speeches like the one above from ever happening again.


31 Comments so far
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Couldn’t face 28 minutes, but randomly clicked at various points and immediately concluded that I wouldn’t value anything any of these three communication industry experts said.

Ironically, that had nothing to do with what they were saying, but the way they were saying it.

Comment by John

I think this shows there are still media people who believe communication is built only around what you say and where you say it, ignoring the importance of how you say it.

Comment by George

Yep. Just about sums up the issue for both media (or should I say, some media people because I know a bunch who do ‘get it’) and these presenters.

Comment by Rob

Congratulations Keanu Reeves, you’re not the most wooden actor in America anymore.

Comment by DH

For all the American guys awkwardness the English guy is the personification of fake enthusiasm. Together they give The Office’s David Brent a run for his money in corporate cringe/unintentional funny.

Where do you find this stuff and more importantly, why?

Comment by DH

I found this after reading an article on the ‘new frontier of media planning’. If this presentation is an example of that, they seem to need a new map. It’s not because what they’re saying is wrong (though they do say it badly), it’s just that what they’re saying is not new. They just have more data behind it.

Comment by Rob

like im going to watch that shit for 30 mins. I watched 30 seconds and they all looked like fucking rejects from the bold and the beautiful except i knew they werent because even those z graders arent as stunted and shit as that lot on fucking stage.
and starting a fucking presentation about getting into culture when they look like they all live in their ivory fucking bubbles means they think culture is nipping down to harry fucking winstons for a diamond with their tea. then theres the shit attempt at jokes and the blitzkrieg of fucking percentages. all that in 30 fucking seconds. the only high point was the audience were sounding like they were enjoying it as much as me which made the presenters nervous and even more shit as a double act than the hosts of eurovision. fuck knows if they were talking sense because i was too fucking transfixed on their body language but my guess is they were talking shit. old, rehashed shit.

Comment by andy@cynic

i felt sorry for the yank. he seemed to have the good fucking grace to look nervous and uncomfortable but I wanted to give the brit a good fucking smack in the face. unfuckingsuprisingly hes a planner.

Comment by andy@cynic

Go to 22.56 for a rapturous ovation and then watch the next twenty seconds in stunned amazement.

Comment by John

you sick fuck.

Comment by andy@cynic

The love child of George Hamilton and Lurch from the Adams family has done pretty well for himself.

Comment by Billy Whizz

You’re right. Scary.

Comment by DH

I must not laugh.
I must not laugh.
I must not laugh.

Comment by Rob

And where did they get those suits? and the hand gestures, my god, the hand gestures. (In the speech business this is called “apple picking”)–

I lasted about two minutes in, but clicked off after the audience had to be told to applaud the speaker introductions.
I suspect they were already sated and napping. This is not exactly a dynamic presentation…

Comment by judyt54

I spent my time focused on the awkwardness of the presenters interaction rather than paying attention to the content of their speech. Not a great advertisement for two experts in delivering effective messaging.

Comment by Lee Hill

It is always hard to tag team a presentation and I’m sure that is part of the reason why this feels so awkward. But it still feels unrehearsed and for that there is no excuse, especially from a couple of people who claim to be experts in engagement and impression.

Comment by Pete

I have a feeling they thought it was a great idea right until the first second their presentation started. That suggests to me their version of ‘rehearsing’ was more about chatting over drinks, not rehearsing it as if it was real.

Comment by Rob

“Knowing how many people have been exposed to a message is very different to approaching communication with the goal of influencing change of attitude or behaviour.” Nice, but the same could be said about creative agencies who think their job is only to create work that is liked.

Comment by Bazza

You’re going to love tomorrow’s post then Baz.

Comment by Rob

Sounds like trouble.

Comment by DH

Sounds like an over-hyped claim.

Comment by John

Christmas has come early.

Comment by Bazza

story of your life isnt it baz. or your girlfriends.

Comment by andy@cynic

I abandoned the video when the american gentlemen suggested that we trust banks.

Comment by Marcus

Hello lovely Marcus. It’s been too long.

[But I totally understand why, ha!]

Comment by Rob

Apologies. I’ll make more of an effort. ❤

Comment by Marcus

i cant believe you came back. you fucking idiot.

Comment by andy@cynic

It’s all about the cover build

Comment by northern

The certainty of misery is better than the misery of uncertainty.

Comment by Terry Horsmon

Or the certainty of being in control is better than the fear of having to let go of what is comfortable.

Comment by Rob

Yep, that too.

Comment by Terry Horsmon

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