What if the next great agency was built for a dry cleaner?
“I don’t think the solution at this point is further research. I think the solution is trying to get agencies and clients to act on that research.”
World Media Group CEO Jamie Credland recently said this during a conversation about why advertisers might be under-investing in “quality” media. My previous column sought to remind the very publishers that make up the WMG’s membership that you need to keep earning that reputation of quality, no matter what really drives “clicks” in practice.
Then last week the venerable Peter Field produced “Five charts to end the TV debate”. Is there really still a debate about TV effectiveness? If there is, the naysayers might be the worst debaters since a lunatic ran for US president and claimed Haitian immigrants were eating dogs and cats. Whatever happened to that guy, anyway?
It’s come to the point all over this industry that it doesn’t have a research problem. Media has become pretty good at measuring reality.
I just worry it has a tough time accepting reality.
