Advertisers relying more on Media agencies to lead marketing campaigns- George Thorpe

In a remarkable turn of events, Nigerian advertisers are relying more on media agencies to provide guidance and direction for their marketing campaigns.

So rather than let the creative agencies lead, more advertisers are now relying on media agencies to anchor their marketing communications efforts because of the edge they have in the provision of research tool that offers clients a unique and in-depth insights into consumer behavior and their relationship with the media, George Thorpe, founder of Nigeria’s leading media agencies MediaReach said recently.

“There are new advertisers that are saying MI tell me where i will put my money and i will tell my creative agencies what materials they should do. Rather than let the full service creative agencies lead, they are relying more on the media agencies,” Mr Thorpe said.

This approach which obviously represent a new thinking in the marketing communication value chain is a sharp departure from the usual practice where the creative full service agencies provided the creative materials, while the media agencies only determined where to place them.

In view of this new reality, Mr Thorpe has charged media independent operators to rise up to the challenge by adopting more radical and transformative approach to their practice.

He noted that media operators need to do more by providing audience data that talks about all the communication channels, not just radio, TV and press. So that anyone will know where they stand versus anything else, he said.

“The more MIs have data, they can tell you with credibility where your communication will work best in terms of reach and frequency,” the agency boss said.


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