Top UK Marketers List Media Firms’ Failings

25 November 2004

Media owners in the UK are failing to meet the needs of marketers, according to some of the country's top advertisers.

A survey carried out on behalf of radio and publishing group Emap reports a depressing catalogue of perceived failure by media owners.

It claims they do not know enough about their clients' business; they pursue "one size fits all" solutions; there is a lack of creative consistency; they fail to focus on achieving clients' aims; and they fall short of developing strategic partnerships.

Forty out of the UK's top 100 advertisers, representing a marketing budget of around £1 billion ($1.88bn; €1.43bn), were asked their views and expressed them clearly.

Says Jane Kesley, Emap crossmedia sales director, bravely: "When we are briefed properly and given the opportunity to come up with creative ideas, we do. We know the dissatisfactions are sometimes at our door and sometimes at their door."

She adds media owners and clients need to work more closely and to include agencies.

Comments Martin Platt, investment director at media agency Vizeum: "It's absolutely fundamental that they [media owners] understand in more depth what the client is trying to do with the individual brand."

Data sourced from Media Week (UK); additional content by WARC staff