Media Planners Working Harder Than Ever
A new survey conducted by Wossname, the agencies’ contact management system has revealed that agency media planners are a hard-working lot. Wossname is a subscription service whereby agencies can quickly find their relevant media owner contacts.
They suffer from time squeeze, often have to put together media plans at short notice, and don’t have a whole lot of time to meet face to face with media owners or to research new media suppliers. Contrary to media owner belief, agency planners don’t always know the media owner reps, and two thirds often have to ask around their colleagues to get name data.
Wossname’s Mike Baker told us “This paints a challenging picture for media owners. Time pressure on planners means that there’s less time to get in and spread the word. It’s perhaps toughest on new or less mainstream media owners, who will struggle to get face time. Those companies need to work hard to make their media channels offerings understood and accessible.”
Only six in ten were confident that they knew their main media reps and ore than half of all respondents agree that it’s hard to keep track of the changes on the media owner side, with magazines cited as being particularly difficult by a third of planners.
According to half the respondents, media owner websites aren’t always helpful in providing ready contacts, either. A quarter of respondents have amended media plans because of missing media owner contacts.
Wossname is now evolving from a simple lookup system to a fully-fledged marketing channel with content, photos and creds presentations. The new version launches in December.
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