Managing Marketing is a podcast hosted by TrinityP3 Founder and Global CEO, Darren Woolley. Each podcast is a conversation with a thought-leader, professional or practitioner of marketing and communications on the issues, insights and opportunities in the marketing management category. Ideal for marketers, advertisers, media and commercial communications professionals.
David Angell is the General Manager and Head of Media at TrinityP3 and here he chats with Darren on the increasingly complex role played by media agencies and the challenges they face in meeting the needs and demands of their advertiser clients. As intermediaries between advertisers and the media providers they are increasingly challenged with not just managing this complex relationship but also contributing to overall marketing performance too.
You can listen to the podcast here:
Welcome to Managing Marketing and today I’m sitting in a car in one of the many famous lanes of Melbourne, having a chat with David Angell, who is General Manager of TrinityP3 and head of Media. Welcome, David.
Thank you, nice to be here.
I should say, ‘welcome Darren’ because we’re in your car. You’re hosting me.
But technically your city, my city too.
Your town, your paper.
I’m hosting you in this lovely car in this lovely avenue so it’s nice.
It’s been a hot topic. You joined TrinityP3 about three years ago.
Just over three years.
Media from a advertiser and agency perspective
But before that you’ve had quite an extensive career in media from both an advertiser’s perspective and an agency’s perspective. I wanted to start off getting your reflections on that; the different perspectives. We’ve had a lot of discussions about the relationships between agencies and advertisers.
What do you see as the biggest difference between sitting on one side of the table with the budget and, on the other side of the table, talking to your client?
That’s an interesting question and I would add that my experience with Trinity P3 has also been a very valuable client-side experience because I’m effectively sitting with those clients when we are talking to agencies.
I think the challenge with media agencies has been to view the world in quite a myopic way. Sometimes that’s because they’re driven by the client to think like that and sometimes it’s because they haven’t got the skill sets to think more broadly.
But the difference is where they are thinking of media as being a major component of marketing, the marketer is thinking of media being one of many, many channels that he or she has to navigate.
And the agencies that are winning at the moment are the ones that are able to translate what is effectively media strategy into a broader commercial marketing and business approach. And that’s something that continues to challenge agencies even today. Continue reading “Managing Marketing: The changing role and challenges facing media agencies”