Wednesday 7 December 2016

Changing media is the headline issue

Published 01/10/2015 | 02:30

Ray D'Arcy, pictured, seemed to get off to a flying start with his new Saturday chat show on RTE Television
Ray D'Arcy, pictured, seemed to get off to a flying start with his new Saturday chat show on RTE Television

Core Media boss Alan Cox offered Captain Boyle's immortal phrase "the whole world is in a terrible state o'chassis" from Sean O'Casey's play Juno and the Paycock to describe how adland did not take the proper steps to cope with current realities.

  • Go To

As part of a Marketing Society seminar entitled '2025: A Brave New World', Cox warned that media will become far more complex.

In 10 years from now, cars will be personally connected, digital posters will operate across networks with interactive public messages and once data privacy issues get sorted, smart ads will be served based on audience profiles. While the rate of change will become more gradual, the value of tactile products and media - like newspapers and magazines - will remain high.

Cox said a recent poll showed 63pc of those surveyed felt consumer demand for print will hold. Demand for vinyl records has returned and 13m albums will be sold in the US this year. But Cox insisted adland is "not good with change" and the marketing media industry lags behind the consumer world and moves at a snail's pace on digital and data.

Agencies operating as silos are dinosaurs and adland has never been more "disintegrated" in fighting its patch. Full service was good in its time, despite the over-emphasis on creative.

But agencies need to restructure - to work more in teams, act as consultants across business needs and not just in marketing communications. Skill sets in product and technology need to be enhanced and adlanders must get more respect and be rewarded better.

Cox ended his talk with three pieces of advice - don't wait for the future, prove your worth to clients and enjoy yourself: "advertising is a great career".

Irish Independent editor Fionnán Sheahan said newspapers don't have an audience problem, the issue that needs to be tackled is funding. Consumers want media brands they can trust.

Print got caught out by giving so much content away for free and allowing digital take hold.

But the fightback began with videos, news updates during the day and insightful analysis. WPP boss Martin Sorrell said at Cannes this year the pendulum is swinging back to engaging with print media. Sheahan said one only has to think of how the tragic images of Syrian toddler Aylan Kurdi's body washed up on a Turkish beach were made strong on front pages. Arthur Miller once remarked: "A good newspaper, I suppose, is about a nation talking to itself."

Pictured, above right, at the Marketing Society seminar in Chartered Accountants House with speakers Fionnán Sheahan and Alan Cox is is Michael Clancy, Marketing Society chairman and managing director, MediaVest.

* In a bid to tap into startups, digital heads in the Institute of Advertising Practitioners in Ireland (IAPI) are putting their weight behind some new technology ideas. IAPI's 10pc Academy is based on the premise that a tenth of a marketing budget should go on innovation. Dr Johnny Ryan will provide creatives, planners and digital bosses with a digital masterclass. The IAPI programme ends with a speed dating 'Meet the Makers' session for 15 tech startUps. Applications must be in by this day next week. IAPI chief executive Tania Banotti, pictured right, says ICAN, Javelin and ZenithOptimedia are working on a no-fee basis to develop a one-stop website for agencies. Called Perspective, the site is due to go live early next year.

* Ray D'Arcy, pictured, seemed to get off to a flying start with his new Saturday chat show on RTE Television, with an adult audience rating almost reaching the 'Late Late Show' average for September, Javelin media director Ruth Payne reports. The new show had a slightly less female bias than the Late Late, but outperformed it on homemakers with kids - normally a D'Arcy strength.

Payne says socio-economic profiles, regional and age profiles all had similar breakdowns to the Late Late, just slightly lower. As it was D'Arcy's first outing on Saturday nights, it was to be expected he would put his best foot forward. But his finest efforts may not be good enough - if viewers take the critics' comments to heart.

* Emma Daly has left Mindshare to become business director at Core Media's Starcom. Almost 10 years with the GroupM agency, Daly was an account director and senior account manager. On her LinkedIn page, Unilever brand manager Tom Stone paid tribute to his time working with Daly as a client, saying she has a "brilliant passion" for the work she delivers and that she brought out the best in her Mindshare team.

Q Dublin Airport Authority - aka the DAA - has shortlisted four agencies for its media buying. While the authority and its pitch doctor, Frances Marsh, are staying schtum on the protagonists, AdLib has learned that MediaVest, Mindshare, Vizeum and the incumbent, PHD, are presenting to the DAA's head of consumer marketing, Sinead Quish. A decision is due by the end of October.

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

Indo Business

Read More

Promoted articles

Editors Choice

Also in Business