Antony Young’s Post

💡 Did you know that only 1/3 of Performance Related Fee (PRF) schemes in media agency contracts are truly effective? Don't settle for mediocre results. Learn how to design a PRF model that rewards exceptional performance and boosts your advertising ROI in our latest article. We share the secrets to creating a win-win partnership with your media agency that drives innovation, transparency, and shared success. #advertising #media #mediaagency #abintus #prf https://lnkd.in/erNwWif6

We believe the principle approach causes doubt and mistrust in media with clients. The doubt restricts media investment as this arrangement benefits only the agency. It extracts value from the real media owner and muddies the ROI for clients on campaigns. That’s why we operate in a fully transparent model exposing all fees and media costs and charge for work the old fashioned way. A great look at this important issue from Ad Age. https://lnkd.in/gpk99mbY

Has your media agency ever approached you about buying proprietary/inventory media? How do you feel about it as an advertiser? Are you familiar with the pros and cons of purchasing media bought by your agency and re-sold on to you, as opposed to doing it through conventional channels? With global advertising spend reaching $1.631 trillion in 2023 and projected to grow by 7.7% in 2024 (PQMedia), the importance of rigorous contract compliance auditing has never been clearer. This article by Adrian Jenkins and the team Financial Progression hits the spot nicely and comprehensively articulates what to watch out for 😀 👌 🌍 💻 💰 https://lnkd.in/eEugAicF #marketingprocurement #agencymanagement

Every ad executive needs this ⬇️

Sobering figures indeed. Respect the pitch process, people. Clients: provide the freedom of a tight brief, run sessions to time, fully engage during the session itself, and give timely, genuine feedback. Agencies: name the specific people who will work on the account, don't reference work from 'within the network' that realistically has no roots within the team in question, and manage timing expectations. Above all else, both parties, agree a time frame for decision-making either before, or at the end of the pitch session, and stick to it.

As media consultants guiding brands through complex media relationships, we often get questions about Agents and Principals. What do these terms mean and why do they matter? Our new article breaks it down, giving clarity on how agency roles impact transparency. Discover what advertisers must get right in contracts to champion brand interests. You’ll walk away with tips to foster collaborations that optimise media performance. Don’t leave growth potential on the table - get savvy on the Agent/Principal divide. https://lnkd.in/etnbyX9B

The first of 2 articles on trading based on the recent experiences of Trinity P3 Global Marketing Management Consultancy. 'Who trades well and why' covered in the 2nd article appearing in AdNews Australia in coming days. https://lnkd.in/gNVtrVXf

Great interview here, with Laurence O'Byrne talking to FamousGrey CCO and author Peter Ampe. Peter speaks of the need for advertising to draw from a wider breadth of life experiences, as per the article I shared by Vicki Maguire yesterday, and the value of neurodiversity to creativity. I loved reading about his 'logical magic' philosophy, blending creativity with strategic purpose. Effectiveness is as important to Peter as creative acclaim: "The ‘logic’ part refers to the fact that I like ideas that will lead to results, this is the part clients like. I guess that’s my journalist background, I am fact-driven. The ‘magic’ part is the original angle that will lead to these results. My neurodivergent brain accounts for this. Therefore, I’m proud of my creative awards, but I’m equally proud of my Effie awards. I want to make work that either entertains or changes the world. But there always must be results." Hence not just 44 Cannes Lions but also 19 Effie Awards. This is well worth a read and, if you want to read more about the 'magic' part, check out my article 'Why your advertising should be MAD' here: https://lnkd.in/ewDZTdym #creativeideas #advertising #advertisingeffectiveness #neurodiversity

So what does principal media do? Essentially it’s when an agency (most often a media agency) doesn’t act as an agent but rather as a principal by selling ad inventory it has purchased from a media vendor/publisher to its client and earns some profit margin off of that sale. #principalmedia

Faris Yakob beautifully addresses an issue we've been beating the drum about: principal based media buying by agencies. I LOVE this quote: "An agency cannot be a principal, as a matter of principle. " Take a look. It's a fabulous read. A hearty "thanks" to WARC and Faris. Mercer Island Group recommendations to clients: 1. Decide how to prioritize transparency and trust versus perceived cost per point, because... 2. Principal based buying interrupts the ability to model what you've bought, and as video becomes more and more addressable this challenge will only increase (I'm happy to explain why) 3. Make sure your media agency contract is up to snuff. If it is more than 2 years old AND was not created by a media agency contract specialist, it's likely flawed and provides insufficient protections. Beware of using the media agency's contract. We can advise you as a subject matter expert AND refer extraordinary yet cost effective attorneys that are true experts in the space. 4. Recognize that you can work with a major media agency and still not engage in a major agency's principal buying program. Make sure you are carefully comparing offerings and making a holistic agency decision (transparency, talent, cost, effectiveness, chemistry, etc.). Make sure you are getting the level of transparency and contractual protections that you need. 5. Recognize that not all major media agencies have the same approaches to special media pricing. Check to see if you get access to the actual price paid for to the media publisher for media placements. You'll need that for modeling. And we're always happy to answer questions and help. It's complicated out there... #4AS #marketers Barkley Rodney Clark Doug Bowser Olivia Morley Jameson Fleming Ewan Larkin Brian Bonilla Jillian Zech