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