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Do You Really Need a Media Review?

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This is just the second month of 2018, and already $5 billion in media budgets are up for agency review, including those of Mars, Shell, and HSBC. In 2017, major marketers like Anheuser-Busch InBev and Amazon completed multi-country media pitches representing $8.5 billion in spending. Media reviews are still underway at McDonald's, IKEA, Jaguar Land Rover, Adidas, Campbell Soup and Marriott. (And in an unprecedented move, Nike is using a "reverse auction" concept to select digital agencies, so that each competes for business with lower bids until a clear winner emerges.)

While this activity does not yet compare to the $30 billion placed in review during 2015's "Mediapalooza" when giants like Procter & Gamble, Unilever, Coca-Cola, L'Oréal and Johnson & Johnson undertook multinational media agency re-appraisals, it does underscore how media pitches are part of the "new normal."

According to Roland Janisse, Managing Partner of Cortex Media, an independent media consulting and auditing firm established in 2001, "The agency of record is being replaced with the agency du jour."

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Source

"Do You Really Need a Media Review?" Roland Janisse, Managing Partner at Cortex. The Internationalist. Number 81, 2018.

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