15 MEDIA INSIGHTS
SPEND & TRENDS REPORT
Some of the big entrenched companies move like aircraft carriers- these huge slow moving vessels. And you want to be able to move like a speed boat. The market is changing so rapidly, you can’t go to the field for six months and come back.
economy, with firms pairing back on spending, are they really going to run full parallel services? Only if they see a benefit- a lift in ad sales, a lift in share- but that’s going to be hard to prove. So are you going to get the investment with soft numbers? This is a really difficult period. The results are showing us that budget while steady or down is more apt to go to head count than to contractors. That said, with the continued evolution of the space, there must be investment into services that analyze new spaces. The dedication of a substantial budget to brand new partners could mean a few different things. It could mean that the partners that we’ve been relying on have become more unreliable. It could be folks looking for new ways of thinking, new ways of addressing problems, new ways of looking at the
market. Also budget to brand new partners could be dedicated in an effort to be cost effective with partners who are more agile and and less expensive. Some of the big entrenched companies move like aircraft carriers- these huge slow moving vessels. And you want to be able to move like a speed boat. The market is changing so rapidly, you can’t go to the field for six months and come back. It has to be quick and agile moving forward and maybe that’s what we’re seeing in these results.
Liz Huzarik Former Chief Research Officer, EVP Global Insights, Data & Strategy, WarnerMedia
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