That is what we are here to do!

MBUS, usually the technical arm or the less-beautiful cousin of advertising agencies have been seeing a resurgence. So much that the whole industry is being flipped on its head because of it. What’s your stance? Media companies are certainly more technical than advertising agencies - and essentially a lot more accountable for delivering empirical value results to their clients. Subsequently, we operate very much in the objective space, rather than subjective. So does that make us the ‘lessbeautiful’ cousin? Perhaps we don’t have the glamour aspect of our esteemed colleagues in the advertising space… But we do need to understand our clients’ business needs, design communication strategies that take account of a constantly evolving consumer base and we succeed or fail based on metrics linked to value delivery, often audited and assessed by third parties to verify. Advertisers require a holistic overview across all media and communication channels. Given these channels shift radically and quickly, a communication plan can now catalyse creative asset decisions. In the past the media landscape was more stable – subsequently the creative asset came first – a TV commercial, a print ad and some display creative would do. So rather than the whole industry being flipped, I believe that the creative and media agencies now have to work on equal terms and communicate effectively. This is to ensure the assets are relevant to the environment and the right amount of investment is made in the correct areas, at the correct price!