Marketing Procurement iQ’s Post

Atomic 212º's Chief Strategy Officer, Asier Carazo, highlighted the importance of close collaboration between the strategy and trading teams in today's advertising landscape. The agency prides itself on its independence, allowing for a more flexible and innovative approach to client solutions. Asier emphasised the agency's commitment to continuous reinvention and personalised service, with a focus on ROI-driven strategies. The agency has been successful in winning new clients while maintaining strong relationships with existing ones, showcasing its ability to adapt to changing market conditions. Chief Investment and Trading Officer, Lorraine Woods, emphasised the importance of people in driving the agency's success, highlighting a diverse and energised team. Looking ahead, the agency plans to focus on smarter, faster, and more accountable media solutions, while ensuring that client needs are met in an ever-evolving advertising landscape. The goal for the next 12 months is growth, both for clients and the agency itself, through innovative product offerings tailored to client success.

I thought this ADWEEK article on the "fractional approach" for agencies was very interesting and hit on so many pain points (for both agencies and clients). The PR/communications landscape has changed so drastically in the last 20 years including more agencies and lower budgets all around. There is so much value in building strong, ongoing relationships with agency partners who understand your business and utilizing a fractional approach is one way to get that. Worth a read!

ICYMI 👋 We're delighted to see the release of the second installment of MediaPost’s series spotlighting Pathlabs. The newest article dives into why some agencies choose to outsource their media execution through partnership instead of in-housing. Highlighting the cornerstone of any successful agency – its people – the article offers compelling accounts from agency leaders who’ve witnessed the positive impacts their team saw by outsourcing to a Media Execution Partner (MEP). These stories review how MEPs: 🧠 Provide access to "super-specialists". 💡 Bring fresh perspectives, boosting creativity. 🔄 Stabilize the workforce, aiding long-term planning. 🎯 Reduce workload, allowing focus on strategy. Check out the full article to learn more about how partnerships strengthen the people of independent agencies. And stay tuned for the next piece on how outsourcing affects agency tools and tech! 🤖 https://lnkd.in/gF8_GkSK #Advertising #DigitalMarketing #MarketingAgency

I love this quote from a recent AdAge article about peformance marketing vs creative/brand from Deezer's CMO, Maria Garrido. “The pendulum has always been on the art side, but we have so much data now we are forgetting about the art,” Garrido said. “I’m hoping it starts to come down the middle.” It really speaks to the fact that many marketers have gotten so hypnotized by their adtech and martech they've lost sight of how important the actual creative work is. Your consumer doesn't care about how well you targeted them, they care about the message they actually see. Creative matters. That said, I fully believe in performance marketing. Our tag line is "Performance Marketing with Brand Appeal" afterall. Performance marketing isn't bad, badly done performance marketing creative is.

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

This is great -- thanks for sharing Laura! I know quite a few of my connections out there in LinkedIn-land are fractional members of the C-suite. A fractional CMO offers companies a cost-effective solution -- no full time salary, no overhead. It allows businesses to benefit someone's industry experience and objective perspective while maintaining flexibility in scaling the role based on specific needs. Fractional CMOs can still deliver immediate impact, focus on critical initiatives, and bring fresh ideas from working across multiple industries. And for the fractional CMO, they get flexibility, autonomy, and the opportunity to engage with multiple/diverse industries if they wish. (There is, perhaps, an opportunity to make more money as well!) There are potential downsides. Since they work part-time, they may not be as deeply integrated into the company culture or fully understand its day-to-day operations, which can limit their effectiveness in addressing long-term challenges. (But personally, I've had FT roles where that was the case anyway.) For the client/company, their availability will likely be restricted, meaning they might not always be present for urgent decisions or crisis management. Curious what my friends with experience in this area think! I've done it and it wasn't for me in one instance but I enjoyed it in another.

Companies across all industries could benefit from a comprehensive audit of their paid, earned, shared and owned #media efforts to determine what more they could be doing to attract business leads, improve sales and #businessperformance, and grow their reputation and credibility. This recent Spin Sucks article provides an updated guide for using Gini Dietrich's PESO Model to aid business #communications and marketing in 2024 and beyond. Need help with applying the PESO model for your business? Shoot us a message! https://lnkd.in/gs33-94b

The Drum recently published a report by Team Lewis revealing that earned media investment increased significantly in 2023, and the trend is expected to continue this year. Are you seeing a similar trend? Check out the report here: https://lnkd.in/eVnhQbXg. #earnedmedia #2024trends

Have you had your annual #media checkup? Doing a #mediaaudit annually makes good sense. If you're interested in the DIY approach, here are the basic steps in the audit process: https://buff.ly/3dflZze #aJuxtMedia

PR is 90% more effective at #brand building and long-term sales than advertising, according to research. Why, then, do businesses spend 9 times more of their budgets on advertising than on #PR? Stupidity? No. Just old habits. But if businesses are serious about #growth, these habits must be broken... and done so quickly: