28 November 2008
	ADSPEND BY MEDIA Agents for change By Ryan Williams New market demands require new ideas. Media agencies are waking up to the challenge

As the silly season of the media agency world reaches its zenith, it's worthwhile reflecting where this world is at, and to cast an eye to the future. The past few years have been characterised by unprecedented change, globally and locally. Publication of books such as Blue Ocean Strategy, Purple Cow, Join the Conversation and After Image Marketing have started to explore a new paradigm for communications. All agency partners have found their ways of working challenged. The struggle for the "right" process has become messy. Globally, this has led to the rise and rise of digital media specialists, online reputation managers and the rapid growth of media auditing services from companies like Billets, Accenture and Fairbrother Lenz Eley. It has led to a refocus on the power of a communications idea, the return of consumer-centric thinking and the importance of insights. It has also led to a struggle for ownership of Internet protocol (IP), the conundrum that has been the mobile platform, and the quest for "super planners". Locally, we have yet to experience the full brunt of this shift in the communications world. We have many challenges to address in SA. The three biggest shorter-term effects we can expect are the drive for return on investment and attendant importance of independent media auditing; the need for greater consumer insight work as opposed to "media by numbers"; and the importance of a communication channel-led communications plan. SA is also a front-runner in the uptake of the mobile platform as a communication device. It is among the world's largest mobile Internet markets, as well as a leader in understanding how to use this powerful media tool. In addition, SA faces challenges that affect all industries. These include an economy experiencing youthful growth and the challenge of diversifying businesses responsibly. The media agency industry is acutely sensitive to both of these areas. No-one wakes up in grade 11 and decides media is a sexy place to work. So we need to find a way to make it more appealing to future visionaries, and we need to do it quickly. The reason is fundamental. With all the changes happening around us - new client needs, shifting communication effectiveness, the age of engagement, globalisation and the drive for improved strategic insight and direction - media is becoming a more interesting place to practise a craft. Media agencies in SA will be pushed by clients. We should be pushed to deliver better insight, stronger strategic platforms and ideas, and we should be striving harder for more creative channel solutions. Clients should encourage us to encompass truly innovative thinking. This is more about employing smarter ways to use the tools at our disposal than finding a space that hasn't previously carried a brand. At a basic level, this drive is starting to assume significant importance in working processes, largely because pricing and trading have become "tablestakes", rather than real business drivers for clients. Clients are starting to realise that an emphasis on saving money fuels a significant problem within traditional above-the-line communication. We combat clutter by adding more clutter. Only by pushing ourselves, and through our clients pushing us, will we really start to engage consumers, deliver real value to the consumer side of the relationship, and ultimately drive business results. This is, after all, the sole purpose of our existence. There has never been a more exciting time to work in media. The only question that remains is whether our broader communications community is ready for the learning curve. Williams is Nota Bene group MD