It’s unfavourable for brand advertisers and doesn’t make any financial sense. So why do these brands’ marketers buy it?
Advertisers need to engage in more comprehensive media agency management to meet campaign expectations.
It’s essential for advertisers to start understanding the ratio of working media versus. non-working media.
Media agencies need concrete feedback on their performance. Advertisers need media agencies to learn from where they went wrong during a pitch.
Grey revenue is still very much the norm and unless advertisers are willing to seek meaningful change, chances are that the inertia will remain ongoing for years to come.
After reviewing many contracts between advertisers and media agencies over the years, there are five areas that are often overlooked, not checked or are missing completely.