Insights
Media, written for the people who sell it.
Ups and downs working with agencies.
Agencies will never die!
Everyone's saying it. Agencies are finished. So I tested it, with every tool I could get my hands on, on live client work.
Pitching AI only doesn't work anymore
The AI slide comes up. The room used to lean in. Now it doesn't.
Data driven, not kickback driven
Why does a big network agency buy the way it buys?
When the best campaign still flops
The most expensive mistake I've seen in twenty years never happens in media buying. It happens earlier, in the agreement on how success gets measured at all.
The best AI still doesn't make a good campaign
Our AI is the best." After twenty years of technology and data promises, that's just the next one being paraded through town.
When the brief already dictates the channels
We often get a brief from institutional clients where the channel and the goal are already fixed, before anyone has actually checked whether that's the right approach.
Where campaign data really ends up
For most clients in recent years, it barely mattered where a media agency was based or where its data lived.
After the tender comes the audit
Most media procurement tenders end with the award.
Nothing in this category yet.