Havas Advertising's decision pull out of the ownership tussle for
the Tempus Group, which owns CIA, says more about the deteriorating
economic climate than it does about the viability of global media agency
groups.
In the end, Havas' decision to quit the race boiled down to a worsening
business environment. With further jolts to the system likely to come
when the US launches retaliatory strikes against Afghanistan for the
September 11 attacks, it simply didn't add up for the French group to
keep its offer on the table. Although Havas' departure has cleared the
way for WPP to pursue Tempus, it's too early to say whether Martin
Sorrell's appetite hasn't also been dampened by the prospect of a
recession and an open-ended conflict against terrorists.
Despite Havas' pull-back, media remains one of the more buoyant sectors
of the industry these days. A quick look at industry newspapers and
magazines offers ample proof that it's all happening on the media front.
It's the new battle ground where marketing wars will increasingly be
contested.
If anything, the looming recession is going to put the onus firmly on
media agencies to light the way in the dark days ahead.
Indeed, media's role in the marketing equation continues to go from
strength to strength. Some of the biggest reviews in the region this
year - notably the Singapore Telecommunications pitch - have been for
media. Advertisers are looking for better ways to create impact in a
cluttered environment and creative media planning now offers them the
key to unlock consumers' mindsets. Media fragmentation plus the focus on
CRM and the internet have complicated the marketing landscape
significantly. In this cluttered environment - and with a recession
looming - astute, focused and insightful media planning - will make the
difference.
In marketing, there's nothing more potent than a great idea. These days,
it applies as much to media planning as it does to creative execution.
