Mike Laraway’s Post

Grab a coffee and take the time to read Nick's piece on non-transparent media services/principal media/inventory media - it's the hot topic for a reason. So many terms used across the industry - do you know how much of your media budget is bought as principal media? #mediatransparency #marketingprocurement

In Nick Manning's lead article for The Media Leader, he digs deep into the widespread practice of Principal/Inventory/Proprietary Media, and why "an industry reset is required." ➡ For more on this important issue, read the new Association of National Advertisers report with contributions from MMC, and check out our Managing Media Playbook for recommendations to improve the accountability, transparency and effectiveness of your advertising. https://lnkd.in/gJYncGpz #principalmedia #ANA #mediatransparency #marketingtransparency #marketingprocurement #mediaandmarketingcompliance https://lnkd.in/e64DyKww.

This is a very well-informed and detailed examination of the complex and murky area of 'principal-based' media buying with particularly insightful comments from Ruben Schreurs It shows just how difficult it is for Advertisers to truly know what is going on in their name and with their money, so seeking independent advice, the tightest contractual terms and the most thorough audit rights are all vital to avoid the many elephant traps. But why has the world of media reached a point where the advertiser has to count their fingers after they've shaken hands with their media agency? Radical new approaches to accountability and transparency are needed, but these have to include a grown-up discussion about terms of business. We can't get to a point where fees are zero and all the margin is made on media trading, surely?

A major storm is building in the media industry, and nobody knows what its aftermath will be. Principal media has been around for a while, but recently it has become a widely extended practice at Holding companies and Network Agencies. Industry experts such as Nick Manning, Brian Jacobs, GORDAN DOMLIJA, Alex Lawton, Koen Smeets, or Sergio Maldonado (to mention a few) have been outspoken about the problems and destructive nature of this practice for some time. If you are a marketeer, an advertiser, a media sales rep, or a creative agency, you should know about this practice and its damaging effects on your business. Luckily, with the publication of the Association of National Advertisers "The Acceleration of Principal Media" Report, there is now an industry-wide debate. #agencyvsprincipal #postdigital #strategyfirst #planningfreedom #areyoubuyingorselling #desintermediation 💥 💣 ⚡ 🌪 https://lnkd.in/e6pA8rKM

'Proprietary Media' (or 'Principal) is a hot potato in our industry right now. A new report from the Association of National Advertisers is a great, in-depth guide to the pros and cons, with very good recommendations for advertisers. Here I go into the cons and cons and argue that it is bad for everyone and ultimately the Media Agencies themselves. I call it 'unprincipled' media. As the WFA meets in Toronto for Global Marketer Week the health of the advertising industry should be on the agenda. Advertisers may not be able to solve issues such as climate change, but they can take actions with a more immediate impact on the well-being of the people who service their needs through how they spend their money. The news piece contains the ANA report can be found here https://lnkd.in/geKeFjBX All comments welcome, as ever.

Nick Manning's latest article is a must read for those responsible for the management of media. The ISBA Media Services Framework 2021 provides transparency and controls to advertisers on how agencies use proprietary media (referred to as Principal in the below). Contractual control is one part of effective governance, it's important to educate yourself on the pros and cons. The ANA report provides a useful list of considerations for advertisers. #ISBA #ANA

In this two-part opinion piece for Mumbrella, TrinityP3’s Stephen Wright argues that CMOs must wrestle back control of key aspects of their media spend and that doing so will produce better outcomes for all parts of the media ecosystem - advertisers, agencies and the media owners. https://buff.ly/45jZN0Y #mediatransparency #mediavalue #mediaperformance

In this two-part opinion piece for Mumbrella, TrinityP3’s Stephen Wright argues that CMOs must wrestle back control of key aspects of their media spend and that doing so will produce better outcomes for all parts of the media ecosystem - advertisers, agencies and the media owners. https://buff.ly/45jZN0Y #mediatransparency #mediavalue #mediaperformance

In the Principal Media intermediation-based trading model, challenger brands, local champions, newcomers, or what "they" call "tier 2" clients add their media spend to these undisclosed trading deals. The result is that they are benefitting the "agency" and other companies with bigger spend (aka "Tier 1" clients) involved in the deal. We believe in helping smart brands to outsmart with big ideas and strategies instead of the mirage of outspending by piggybacking on pooled volumes. #postdigital #makingdifferenthappen #desintermediation #rebirthoftheagency

In this two-part opinion piece for Mumbrella, TrinityP3’s Stephen Wright argues that CMOs must wrestle back control of key aspects of their media spend and that doing so will produce better outcomes for all parts of the media ecosystem - advertisers, agencies and the media owners. https://buff.ly/45jZN0Y #mediatransparency #mediavalue #mediaperformance