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Media Perspective: The mystery of why media agencies are shy of effectiveness.(Column)
Never let it be said this column is reluctant to deal with the great mysteries of life. How exactly does Sir Paul McCartney get his hair that colour? And was that the cause or the result of his war with Heather Mills?
Here's one mystery I will have a stab at answering, but would also put to the audience: why are media agencies so reluctant to enter the IPA Effectiveness Awards?
I was not the only industry judge (no bribes please, the judging is long over) saying this. For the record, just two of the 64 entries came from media agencies, plus one that was co-authored. It's about the same level as 2004, when prizes were picked up by OMD Metrics, Manning Gottlieb (members of the DDB Group again being an honourable exception this year) and Naked although, we should note, the Best Media prize went to Bartle Bogle Hegarty for its Lynx Pulse campaign.
The quick answer could be that the awards are, historically, considered the province of creative agencies, but why that should still be the case now I don't know. After all, media agencies today claim, with some justification, the right to sit at the clients' top-table and take a lead role in the conception and implementation of any campaign. If so, then that privilege should also confer responsibilities, among which surely must be for the overall effectiveness of any piece of communication.
In a significant number of the case studies I read, ...
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