Why it matters

Media agencies find themselves in the eye of the industry storm. As clients seek to reduce costs and become more efficient, it is incumbent on agencies to upskill and reinforce their role in ensuring brand campaign effectiveness.


  • Lollback “blew” A$3m on buying a Salesforce CRM system while McDonald’s CMO, describing the exercise as a “total waste of time”.
  • In an increasingly complicated marketing landscape, media agencies are struggling to make their clients understand exactly what they do.
  • GroupM refused to re-pitch for an account after the client demanded a 20% reduction in both media costs and agency fees.

Media agencies shouldn’t rely on ‘Holy Grail’ CRM systems to solve their client’s problems, believes GroupM CEO Mark Lollback. Speaking during a fireside chat at The Future TV Advertising Forum (Sydney, February 2020), Lollback – a former Chief Marketing Officer for McDonald’s in Australia and New Zealand – argued that agencies risk chasing efficiency at the expense of effectiveness.