Sunday 4 December 2016

AdLib: Who's earning what in marketing world

Michael Cullen

Published 13/10/2016 | 02:30

Today FM presenters Dermot and Dave, who featured heavily at the PPI Radio Awards
Today FM presenters Dermot and Dave, who featured heavily at the PPI Radio Awards
Tania Banotti, ceo of the Institute of Advertising Practitioners in Ireland

Despite uncertainties about Ireland's economy post-Brexit, most senior marketers are cautiously optimistic about future prospects with 45pc expecting marketing budgets to increase in the next year and 43pc predicting similar levels of investment.

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And just 12pc see spend dipping over the coming months, a joint study by recruitment agency Alternatives and the Marketing Institute indicates.

Reflecting trends in recent years, digital and online is seen as offering the best prospects for growth, with a 73pc vote. Above the line traditional media - like TV, press, radio and out of home - are second with a 55pc rating and events and experiential in third place on 31pc. The results are based on interviews with over 1,000 marketers.

When it comes to adland and the cross-section of creative and media agencies, online services are now essential. Despite recent upheavals, 71pc reported improved client sentiment compared to last year, with over 90pc expecting trading conditions to largely remain the same, if not improve, next year. The top average salaries in adland are head of strategic planning on €138k, creative director at €132k and chief digital officer at €108k.

A client service director may expect to be paid around €90k and head of research at €82k. New roles like senior web designer and digital manager would be paid about €72k and €56k respectively. The report says that with the growth of digital strategy, data analytic skills, CRM expertise and in-house production facilities, it is now more difficult to distinguish between agency services.

What was a digital agency yesterday is now 'full on' and what was a media planning and buying agency has added data analytics and digital services.

Agencies are now responsible for business strategy, customer experience and digital and sales leads for clients.

These extra services are provided by small teams. Over 70pc of agencies have teams of fewer than ten, reflecting the sector's constant fragmentation in marketing services. The report says the key trend in adland from an employment perspective is the increase in freelancers across the industry.

While up to now, there was no shortage of freelance copywriters and art directors, the market for contract work has widened, with demand for freelance account managers, data analysts, digital experts and content writers and managers.

The trend reflects the 'project' nature of a lot of the work and allows agencies flex their resources in line with changing client needs.

 

* The Irish Radioplayer was named the outstanding achievement in Irish radio at the PPI Radio Awards for its "exceptional contribution" over the past year. The Radioplayer is a partnership between the Independent Broadcasters of Ireland (IBI) and RTÉ Radio.

It means that for the first time all Irish radio stations are available on a mobile platform. The player makes radio consumption more accessible for listeners and brings the medium into the digital space. The award was accepted by Q102 boss Scott Williams and RTE's JP Coakley. Comedian and Today FM presenter Dermot Whelan had a busy time on stage.

Not only was he MC on the night, his radio work resulted in two golds - one for best music presenter and a second for best music show, which he co-hosts with Dave Moore.

Colm O'Regan's Wants a Word on RTE Radio 1 won gold in the best comedy show category, which meant Oliver Callan's Callan's Kicks had to settle for silver.

 

* Digitising financial services in Ireland's media industry is the topic at a breakfast seminar in the Herbert Park Hotel in Ballsbridge next Thursday. The event brings together chief financial officers from media-buying agencies, press, TV, radio and digital. Speakers include Independent News & Media's cfo Ryan Preston and IAPI ceo Tania Banotti. Organised by e-invoice company Pagero and run by John Larkin, the event is supported by INM, Core Media, IAPI and Mediaocean.

 

* Company of Huskies has won the Nissan ad account in a contest with Chemistry and Guns or Knives. The Japanese car account was previously with Boys and Girls which now has Skoda.

Michael Cullen is editor of Marketing.ie: cullen@marketing.ie

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