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Media Perspective: Myopic clients fail to take the long view in choosing media.
It was the Bank Holiday weekend again so, rather than plough down the M4 in search of Riviera sun and probably end up stuck in a car park in Bristol, it was time to open the gin and enjoy the smoggy sun in London.
And, for once, the alcohol had a positive influence on my work. After several large Bombay Sapphires, I fell upon a copy of Millward Brown's EuroMedia Trends 2005 study on the kitchen floor (I'd been using it earlier in the day as a mat on which to polish my shoes). With its findings on the caution of Western European marketers, the study seemed to be another nail in the coffin for optimism.
But, returning to the report once the gin haze had disappeared, I realised that it provided something more than the usual 'spend will be down/up 4 per cent this year because of a US election' conclusion. If you're interested, though, there is a scrap of good news for the UK (43 per cent of UK marketers plan a spend increase in 2005, against a European Union average of 40.
But, conversely, 14 per cent of UK marketers plan a decrease, compared with an EU average of 13 per cent).
The strength of the study, involving 700 interviews with advertising and media decision-makers across Europe, is the level of insight provided on how marketers use each medium. OK, so the slide indicating 'TV is more popular among those with larger budgets' is probably about as useful as the rolls on Abi Titmuss' stomach, ...
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