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Advertising Age recently ran a story headlined: “WPP Media Agency Group to Offer Flexible Alternative to Xaxis.” Loyal Cog Blog readers will no doubt mutter something inaudible into their pints of Old Peculiar and take a long, self-satisfied draught on their Meerschaum pipes. I have been critical of the Xaxis model, and therefore it’s only right to say “fair play” to them when they admit it’s time to evolve that model, even if my moaning might conceivably have had slightly less to do with the change of approach than the words and actions of the likes of Unilever, P&G, Nestle and Kellogg’s.Read More
Media agencies’ services have expanded enormously and largely usefully over the last decade. If forced to sum up what they offer in a trite sentence, it would be something like, “We own the numbers.” Anything that can be quantified is meat and drink to the media agencies. Furthermore they are much more pragmatic and customer-focused than (say) the market research agencies that seem to find themselves caught in a paralysis of self-doubt if anyone ever dreams of questioning why they do what they do. Read a few of the market research blogs and user group discussions out there and you too will start to wonder if there is a future. The media agency solution would just be to shrug and do it differently.Read More