Where art thou ... buying shops? - Jargon, snazzy catchphrases ... is this all that media independents have to offer?

<p>The economy is improving, business is picking up in Asia generally </p><p>and new technology is marching along ... In the meantime, the much </p><p>vaunted and promised new/improved media services are still to show </p><p>themselves (except for a very select few individuals). </p><p><BR><BR> </p><p>The acquisitions and renamings are almost completed - who else is there </p><p>left to buy anyway? </p><p><BR><BR> </p><p>The mergers have resulted in some strange marriages in terms of </p><p>individuals and corporate philosophies. </p><p><BR><BR> </p><p>Much jockeying for positions of power - and success is sometimes </p><p>accorded to the majority shareholder staff, rather than the business </p><p>'acumen' of the media choice available - from the merger. </p><p><BR><BR> </p><p>We now have the oddity of the prime 'movers' and 'instigators' of </p><p>high-end philosophies 'moving on' to different industries in the space </p><p>of a few (maybe) short years. </p><p><BR><BR> </p><p>I thought consolidation and commitment were preferable to 'bouncing </p><p>about' new ideas as it suits, without any definition or completion. </p><p><BR><BR> </p><p>It wasn't so long ago that clients were asking if they should change to </p><p>a media independent, while now the big question is, "How do I </p><p>distinguish between the benefits derived from new catchphrases that </p><p>proliferate in our 'mysterious' industry?" </p><p><BR><BR> </p><p>Year-in and year-out, various media entities release the 'survey of all </p><p>surveys' - all appropriately named, mind you - which claim to answer the </p><p>big question. </p><p><BR><BR> </p><p>Frighteningly (sorry, I can't think of a better word), they are a bit </p><p>like insurance policies - a lot of text, with no point of </p><p>comparison. </p><p><BR><BR> </p><p>Then, try to find out what these services mean from the staff of the </p><p>'new, improved' media services ... </p><p><BR><BR> </p><p>In order to gain and improve credibility, it helps if the </p><p>not-so-new-to-Asia media operations show some consolidation in their </p><p>commitment to better service. </p><p><BR><BR> </p><p>It is amazing how large multinationals are still being short-changed in </p><p>terms of media service and shared knowledge. </p><p><BR><BR> </p><p>Don't be mean-spirited - for example, why not share the results of </p><p>Internet sales vs access data? </p><p><BR><BR> </p><p>We have made some progress in recent years, but there is still a long </p><p>way to go. </p><p><BR><BR> </p><p>Unfit media personnel in large numbers do not form a good substitute for </p><p>knowledgeable and pro-active staff. </p><p><BR><BR> </p><p>Clients come to media specialists for their expertise. </p><p><BR><BR> </p><p>Do they get it? </p><p><BR><BR> </p><p>Who is brave enough to ask their client: "What am I not providing you </p><p>with? And what expectations have I let you down on?" </p><p><BR><BR> </p><p>Isn't it best to be able to honestly communicate that way with our </p><p>clients? </p><p><BR><BR> </p><p>I have seen it done and it is truly worthwhile. </p><p><BR><BR> </p><p>Food for thought. </p><p><BR><BR> </p>