MARTIN SAMBROOK - global account director, Media Audits
What benefits do advertisers It all depends on the sponsoring
gain from using your services? clients' perception of value. Value
drivers can be different, depending on
the role and objectives of the client.
Finance, procurement, advertising and
marketing clients will all give
different views on the value-added
outputs of the service.
Who you're talking to will shape a
relationship broadly between the hard
"cash" savings approach and media
"value". Obviously agencies find it
easier to be creative about the latter
approach.
What would you say to critics We measure what's measurable and what
who suggest you're geared to the clients want measured - there are
measuring price and cost many currencies of measurement
rather than real value? proffered but few are absolute,
objective and accountable.
How frequently do agencies Value delivery, not just discount,
offer discounts to new clients should be set out in the agency
that they then can't deliver? contract to convert the mere promise
to a binding guarantee. We work
closely with the client procurement
professionals to ensure all parties
know their responsibilities and
potential financial penalties. A good
contract ensures performance. We do
not, therefore, encourage agencies to
promise what they cannot deliver.
There seems to be an inherent I see no conflict in what my business
conflict between your ability provides to its clients. In fact, I
to offer independent auditing see a perfect fit between running a
to advertisers and then your pitch, agreeing the deliverables into
attempts to sell consultancy a contract, then monitoring the
services and co-ordinate new- delivery from the audit process.
business pitches. How do you
explain this? Where there is a conflict I think it
is when advice is about originating
and shaping strategy, then auditing
the outcome of that strategy - yes,
that's dangerous territory, ethically
and practically. That sort of
consultancy I and my business are
happy to steer clear of, thank you
very much.
Which media market is the most Up until a couple of years ago, before
advanced and why? developing my global role, I probably
would have given a Little Englander
response to this question. But having
now worked across Western and Central
Europe, Asia and North America I would
probably say France. Why? It's just
the scientific diligence that the
French have in their approach to all
business problems and decisions, not
just media. By the way, it can also be
a deeply frustrating approach to work
with too.
How difficult is it to audit Media Audits has a consistent process
pan-European advertisers when for international reporting to clients
there are no universal - what is done locally is reported
research tools or audience with the expertise of local staff
measurement systems? using local research tools, monitoring
local objectives. As is well practised
in client companies: "Think global -
act local."
What qualities does it take to Listening skills, thick skin, a
be good at what you do? logical approach to problems,
emotionally distant from both client
and agency when necessary.
No burning need to be liked, but
respected perhaps.
What's the most exciting thing The girls, the parties, the fast cars,
about working in media the money. Where do I start?
auditing?
Don't you think that auditors No. Not in a world where four media
are too powerful? groupings control 84 per cent of
global media expenditure.
What is the most fun you have In auditing, each new day brings with
ever had in your job? it an ever-richer bundle of laughs.
ANDY PEARCH - chief executive, media consulting, Billetts
What benefits do advertisers Fundamentally better return on their
gain from using your services? media investment. For one client that
could mean cash saved to re-invest in
other channels to market. For another,
having the confidence to challenge the
status quo and deliver smarter
executions.
What would you say to critics Take a tour round our business. Our
who suggest you're geared to audit system is geared to quality as
measuring price and cost much as price. We have a thriving
rather than real value? marketing effectiveness division and
we lead our sector with our media
research unit.
How frequently do agencies Rarely. Agencies are specialists -
offer discounts to new clients they know what they can and cannot
that they then can't deliver? deliver and they know the costs of
over-trading.
There seems to be an inherent There is no conflict at all.
conflict between your ability Everything we do is geared to
to offer independent auditing providing advice to advertisers to
to advertisers and then your improve their marketing effectiveness.
attempts to sell consultancy
services and co-ordinate new-
business pitches. How do you
explain this?
Which media market is the most Geographically, the UK. This is down
advanced and why? to three factors:
entrepreneurialism, accountability and
innovation. Having said that, media
trading in the UK has not advanced for
a long, long time.
How difficult is it to audit There is more consistency than you
pan-European advertisers when might think. Advertisers want common
there are no universal processes informed by local expertise.
research tools or audience I get concerned when I see auditors
measurement systems? imposing systems which suit their own
business goals as opposed to their
clients' best interests.
What qualities does it take to Intellectual curiosity, customer focus
be good at what you do? and a thick skin!
What's the most exciting thing I'm not willing to answer that
about working in media question.
auditing?
Don't you think that auditors Get real!
are too powerful?
What is the most fun you have Again, I'm not willing to answer that
ever had in your job? question.
