Media planning and buying

Advertisers see media as a cost center and “complex headache”: report – Econsultancy

Companies around the world will spend over half a trillion dollars on media this year, but according to the ID Comms 2019 Media Thinking report, advertisers largely see media as a cost to their businesses rather than an investment for growth, believe media is a “complex headache”, and view their agencies as commodity vendors. During …

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Media insourcing isn’t for every brand

Marketing organisations are in a permanent and continuous state of change. Leaner and more agile operating models are being established to meet expectations of more personalised and relevant communications. Brands are experimenting with different structures internally and externally and their agencies need to keep up or lose out. Customer centricity, the rise of performance marketing …

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A day in the life of… Global Chief Transformation Officer at Wavemaker – Econsultancy

A first for this column – we interview a Chief Transformation Officer, specifically Jason Dormieux of Wavemaker, the media agency network. Let’s find out what Dormieux does every day, and what skills, tools and targets he uses. Remember, if you want to be part of ‘a day in the life’, get in touch. Please describe …

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How agencies can revitalise the lost art of media planning – Econsultancy

I’ve recently changed roles. As part of the process of figuring out where I wanted to work, I spoke to a number of senior people (clients, media agencies and media owners) who were generous enough to spare me some time to answer two questions: Does anybody still care about media planning? How can we make …

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A day in the life of… head of media at Ebiquity

After more than 10 years in agency-land and time as an independent consultant, Martin Vinter is now head of UK Media Practice at Ebiquity, a marketing and media consultancy. We caught up to ask him for his thoughts of leadership, media optimisation and more. (Remember, if you want to fast track your development, Econsultancy offers …

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Secret Escapes: How machine learning reduced cost per lead by 38% [case study]

The digital travel sector continues to grow, with increased competition across channels resulting in more expensive CPL (cost per lead) and CPA (cost per acquisition). So, when it comes to advertising, travel brands need to do whatever they can to improve revenue margins and get the edge over their rivals. British travel brand Secret Escapes, …

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