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Watch the new #MediaSnack end of year review. The ROOFTOP countdown!
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Latest #MediaSnack out now - what happened to agency leadership?
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On this week’s #MediaSnack we have a special guest, Gary Vaynerchuk, founder of VaynerMedia who drops in for a chat with ID Comms co-founder Tom Denford whilst he’s here ahead of the agency’s London launch and he’s also promoting his new book #AskGaryVee. Gary wears many hats, as an entrepreneur, writer, speaker, agency principal and digital and social marketing thought leader. He is the presenter of the weekly #AskGaryVee show on YouTube and star of his new daily video show #DailyVee which follows and documents his life as a full-throttle entrepreneur, tech-investor, speaker and social media influencer. 
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On this week’s #MediaSnack there is a nice theme of 'disruption' which weaves through the episode. We start with Tom sharing his observations and learnings from attending a marketer event last week in New York. Tom was invited to sit on a panel organised by The Internationalist and the Association of National Advertisers under the theme “Setting the Global Marketing Agenda”. 
Next we discuss the phenomenon of the US presidential race currently well underway. Typically the candidates with the most media budgets will be most successful, almost all previous victorious candidates going on to be president have spent the most money on campaign advertising. However this year, Donald Trump has turned the model on its head and disrupted the normal rules. He’s done this by understanding the power of earned media, to date estimated at nearly $2bn in value, having spent only $10m which is just a fraction of what some of the other (less successful) candidates have spent. #Trump has dominated media coverage, perhaps being intentionally provocative in order to do so, and sucked the air out of his competitors' bid for exposure. Forcing them to spend even more aggressively to counter his dominance of the airwaves. So far the strategy seems to be working well for him. 
Finally we bring news of a new agency shortly launching in London. #VaynerMedia are opening their London office, their first outside the US, in July. Look out for a special #MediaSnack next week featuring VaynerMedia founder Gary Vaynerchuck, host of the #AskGaryVee YouTube show, which has clearly been closely modelled on ID Comms #MediaSnack ;)  
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On this week’s #MediaSnack, David is accompanied by ID Comms Head of Performance Alex Morse whilst Tom is away in NY speaking at a client conference (he will report back on next week’s #Media Snack).

We are talking about the final big reveal of CEO Steve King’s vision for Publicis Groupe’s media entities. Since first announced the group have been very quiet on the details as we’ve discussed previously talked a lot about the restructure (see Episode 9 https://www.youtube.com/watch?v=9_VpdXHd2jwfor a back story to all this). Steve has provided good clarity with a strong narrative around it, the structure is nothing revolutionary and may be accused of being cautious or “me too” but it is a massive step forward and we look forward to seeing how this operates in practice.

Second, Alex is picking up on Nielsen’s recent acquisition of media planning tool – Pointlogic and how that represents a short in the landscape. Alex warns that this might attract the interest of media agencies seeing Nielsen as a competitive threat.

Finally, we look at WPP’s very strong 2015 financial results and consider why CEO Sir Martin Sorrell seems to be very cautious on future growth, driven by economic pressures and uncertainty of the 2016 media pitch market, which we have said we expect could be as busy as 2015.
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This survey is different to others you might have seen about Transparency. Here we are focusing on Media Transparency as a broader topic. This is not about ad-fraud or programmatic media buying, which everyone already knows are concerning, and these topics have already been well explored.

Instead, we think Media Transparency is a business principle and we want to investigate if increased transparency can build greater trust between an advertiser and their agencies to make their relationships more productive.
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"Even the basic glossary gets it wrong. Definitions of some of the most critical words around #transparency are loose, notably the limited definition provided for the word #rebates, which we’ve said time and again is likely to be the source of much of the confusion and frustration between #client and #media agency."
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