Viewpoints

Reimagine Your Media Agency Selection Process for Success in Today’s Dynamic Landscape

The coronavirus pandemic has compelled advertisers and their agency partners to work in a more agile and nimble fashion than ever before. Agility encompasses ways of working, how, when, and why we meet, and decision-making.

Ebiquity surveyed almost 60 of our clients across multiple markets and found that the ROI of influencer marketing remains elusive for most, and this needs to change.

In the age of media fragmentation, advertisers need to work harder than ever to drive return on investment. In the framework set out in this paper, we identify the five key, interacting dimensions that advertisers need to consider if they are to secure meaningful ROI in the increasingly complex and dis-integrated media and marketing ecosystem: Creative, Cost, Reach, Attention, and Engagement

The stakes are high for today’s marketers. Many brand owners are adjusting their agency operating model to ensure they’re well prepared for innovations in the media and marketing ecosystem. The rewards for choosing the right partners are significant in terms of building and growing brands. Competitive edge today comes from agile, flexible and collaborative ways of working.

The coronavirus pandemic threatens to plunge the world into the deepest and longest recession for almost a century. “Going dark” and focusing on short-term price promotions are in fact counter-productive strategies.