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John McGarry from 2MRW: Agency reviews are costly and disruptive
5 de agosto de 2015
McGarry: No hay formas de que todos los reviews estén justificados
Brands new trend is to do Reviewmaggedon, in the opinion of John McGarry, co-founder of 2MRW, on the recent review spate of media agencies, which has caused -he says- the appearance of this dramatic term and abundant speculation by experts in the industry on what drives this quest in some companies. Damage to transparency, marketers cost cuts, concerns over visibility and migration towards programmatic purchases are some of the hypothesis they have posed. “Sir Martin Sorrell is the one who got it right: While in Cannes last month, the leader of WPP offered his opinion that above all, marketers are confused. The media landscape is so dizzyingly fragmented that any marketer would feel less certain about their go-forward strategy” says McGarry.Although he isn’t looking for the reasons that underlie Reviewmaggedon, McGarry begs brands to curb this tendency. “There is no way that all reviews are truly warranted. Trends in the advertising world are typically pile-on; marketers see their competitors engaging in one behavior and think there is a magic answer out there.”He adds that reviews are very expensive and disruptive. Particularly in such a complex media environment. It doesn´t make sense to scrap a whole media strategy; instead, you should be set up to continually be beta-testing to see what resonates with consumers”.
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