Denise Shrivell

The week in media: 10th February 2017

Every Friday, The Big Smoke looks at industry news curated by MediaScope. This week, we hear from a digi-veteran, look at youth shakeup and check out predicted trends of 2017.

 

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How agencies are putting themselves out of business and what they should do about it (Keenan Beasley – Forbes)

The situation is ripe for young, wildly unpredictable rebels to bust through the system and do something completely different.
We can start by charging for our solutions, not for our hours. We can outline very clearly a path for success so that clients don’t overload our hands with work we didn’t expect—work that doesn’t drive client profit. We can leverage available technology to measure results, accurately understand our progress and prove our value.  We can hold confidently to the fact that if we’re willing to solve problems and help our clients drive business—our value is immeasurably great.

 

Innovation in news media: Five key findings (Damian Radcliffe – The Media Briefing)

Research has found that over time, media executives have shifted their focus. In the early years, the biggest concern from publishers was really about tech and systems. “It seems like those in charge these days are much more comfortable and confident about technological issues and emphasis now is shifting to people – understanding consumers and empowering staff.”
As a result, although executives continued to be interested in market developments, this wasn’t identified by industry leaders as the most likely barrier to organisational success.
“Executives are vexed by changes in advertising and the like, but they considered the Number One risk to be inside their firms.”
Specifically, the pace of innovation troubled leaders far more than “the effects of new and emerging digital technologies, changes in consumer behaviour and economic conditions.”

 

Confessions of a digital media vet: Digital industry “ghettoizes” itself (Jessica Davies – Digiday)

So much of the blame for digital media’s woes is being placed on the Google-Facebook duopoly. But media owners and agencies alike would do well to look in the mirror – and get out of their own way. This, anyway, is the point of view of one digital media and advertising veteran who has worked in the industry for 26 years at a range of traditional and digital media owners, and has also spent time in ad tech companies.

 

12 sales trends for 2017: Going from ordinary to extraordinary (Sue Barrett – Barrett Blog)

In times of major change, uncertainty and upheaval we have two choices: 1) bunker down, keeping our heads low, waiting for things to pass and settle down back to normal, or 2) embrace the change and ride the waves towards the future creating a new normal.
Opting for option 1 is dangerous and potentially foolish as we are likely to be left behind achieving only obsolescence.
Opting for option 2 is also potentially dangerous but more likely to achieve better outcomes as we proactively look at how we can make the necessary shifts and changes to stay out in front and remain relevant.
The theme for the 2017 Sales Trends is ‘Going from ordinary to extraordinary’. Its focus is to highlight the current trends that are driving better sales outcomes and what it takes to lead a sales team and run an effective sales operation now and into the future.

Denise Shrivell

Founder of MediaScope, Denise is well known and has been actively involved, in the advertising, media and publishing industry in Australia and overseas for 30 years. She started her advertising career as a planner and buyer, then moved to the sales side working with several major publishers. She regularly attends and gets involved with industry conferences & events – and is a judge for the Mumbrella, PANPA & ADMA Awards.

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