Clients must learn how to read media

I read with interest Stephanie Bentley’s media analysis regarding recent concerns expressed by John Hooper, director general of ISBA, and others about the low level of media literacy among clients (MW March 26).

As an advertiser who much values its long-established working relationships with its media buying agencies, CIA Medianetwork and Mediacom, I would totally endorse Nick Shepherd’s comment that “you have to have confidence and trust in your media partner but you can always have more trust if you understand more”.

My personal philosophy and experience is that an active interest in media, together with regular direct contact with media owners, can be enormously beneficial to clients and can also help even the best media partner to do a better job for its advertisers.

However, it is clearly essential that marketers receive appropriate media training during their careers, to facilitate both interest and involvement from a position of strength.

While there are many excellent sources of such training, the Advertising Association’s Media Business Course, which takes place each November, provides an excellent opportunity for young marketers from client companies to join delegates from media owners and agencies in gaining a real insight into the media world.

Ken Vivian

Director of consumer & dental marketing

Stafford-Miller

Welwyn Garden City

Herts

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