Agencies await their ‘moment of truth’

The “first moment of truth” (MW May 18) has been around for a very long time, the concern is that agencies have historically not treated it with any degree of respect as it has not been a fee-earning vehicle.

The fault here does not lie with agencies but with the Marketing At Retail (MAR – another acronym for you) industry combined with historical circumstance. It has simply never been a formally bought medium and therefore it was outside the agency remit. This despite the activities of POPAI and others to demonstrate that it was a very effective investment.

Only in recent times has a formal “sale” of in-store media taken place and then on a very limited scale.

Given that the medium has not been recognised, it has meant that the wide-ranging measurement structures introduced in other media to back up the sales process have not been introduced.

I do not believe that one medium is necessarily “better” than any other, it is more a question of application to a particular target market. With the changes to retail and media buying structures that have started and will undoubtedly continue, a more representative proportion of spend will go in-store than has been the case to date. This is not because of a sudden change in effectiveness of in-store but simply recognition.

When agencies such as Saatchi & Saatchi start to get involved with MAR, as it is now doing, it means that the dam has burst and we can expect significant change to come.

Martin Kingdon

Director general

POPAI UK and Ireland

Devonshire House

Lutterworth

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here