Way forward: collaborate and innovate
Dave Tallon on why marketers and media must work together for the brand’s benefit

Advertising is becoming less effective. Ad avoidance is growing. Is the game up? An international study by the Fournaise group tracked clients across all media in 20 markets worldwide. They noted that when compared with 2010, cross-channel ad campaigns generated 19 per cent less customer response and engagement in the first half of 2011. The research suggested that marketers were losing focus on the main aim of marketing – demand generation. What’s an agency to do? Start innovating, collaborating and activating advertising activity with excellence, that’s what.

Marketing, advertising and media campaigns need to work harder. In an era of accountability and return on investment, every campaign touchpoint must work harder. The box ticking days are over. Market conditions are tough and driving action and behavioural change is tougher than ever before. When we get a chance to dance, it needs to be a thoroughly good show. The customer expectation bar is also rising. Viewers, readers, listeners and customers are expecting more and more from brands. Irish work competes with the biggest and best globally, as ads from everywhere do the rounds.

Interagency collaboration is nothing new but the reality is that rather than being ‘a nice to have’, it’s an essential. It’s in everyone’s interest. The ‘big idea’ was seen as the gel to bind agencies but finding it, and getting everyone behind it, has been a bit of a political minefield. Control though, should not get in the way of the principle of getting the best of multi-agency talent working on a project.

SHAPING UP Operation Transformation is an example of what RTE can deliver when it leverages the integrated strength of its platform. Dave Tallon says media owners can galvanise their own product and its talent to put their shoulder behind a marketing objective.

Agencies need to grow up and realise the idea, irrespective of its origin, demands various expertise to bring it to life well. At an Ad Age conference in 2010, Procter & Gamble's Lucas Watson made the point: “If (agencies) get out of the control game and get into the only thing that matters which is building the brand, if you have the humility and courage to do that, you have the ability to be more successful.” That shared goal should be everything. The idea is not owned by anyone but the brand.

Media owners are key to demand generation and are critical collaborators. They know their own product intimately and understand its consumers. More importantly, they can galvanise their own product and its talent to put their shoulder behind a marketing objective. Operation Transformation is an example of what RTE can deliver when it leverages the integrated strength of its platforms.

Media owners are acutely aware that, as they fight for a share of an ever decreasing pie, ‘beyond the spot’ solutions are critical. Gavin McAuliffe, creative solutions manager, RT