There are a number of areas in media where size is absolutely
fundamental and the ‘big willy syndrome’ comes into its own. But when it
comes to research which, as you say, is increasingly becoming a key
differentiator, size has no relevance whatsoever (Campaign, 13 October).
Brilliant media research is about intelligence. It is about insight.
These qualities are not easier to access just because you spend more
money on trying to find them.
The ad industry will never rank agencies’ spend on account planning
because it is not seen as a commodity that is bought by the yard.
Let’s think about media research in the same way.
Graham Bednash, Michaelides and Bednash, London W1
