Embarking on a fresh project always presents challenges, The Media Yearbook (TMY) is no exception. The first challenge was to differentiate the Yearbook from other annuals, and this was done with rare opinion and insights informed by independent research.
The Independent Research
Freshly Ground Insights (FGI) was appointed to conduct the first ever survey of marketing suppliers amongst marketers. The goal to achieve 50 responses was exceeded by 20%, a pleasant surprise given marketers’ well founded reluctance to complete surveys that cross their desks on a regular basis.
The questionnaire asked for opinions on what makes a supplier to the marketing fraternity stand out. These findings are captured and analysed in the first section of the Yearbook. Readers are in for surprises as marketers provide answers to questions such as the biggest challenges facing them, their best and worst (local or global) marketing campaigns, and a description of marketing campaigns respondents wish they had done.
FGI researched opinions of key decision makers involved in influencing and selecting marketing service
suppliers and agencies. Respondents were asked to list and describe six service delivery criteria that are most important. They also rate, rank, and give their opinions on a broad list of suppliers including their advertising and PR agencies, research and event houses, and other key suppliers. The survey sample was drawn from the Adindex list of top advertisers including CMOs and brand managers.
The second challenge was left to the editor of TMY, Peta Krost Maunder, who was tasked with sourcing the best commentators and writers locally and globally to provide fresh opinions, research, and overviews of businesses within the marketing supply chain.
The Contributors
Jennie Beck, global director of Kantar Media, tackled the future of media research. Beck travels the globe visiting research houses, conferences, and debates on the subject. The company recently partnered locally respected TNS, and were successful in their bid for the Radio Audience Survey (RACS). Recently appointed Director of Starcom Mediavest Group, Alex Kunz, shares his global experience of media agencies, and Brett Morris brings his significant experience in the advertising sector. As CEO of Draft FCB(SA), he has access to worldwide trends. Special attention was paid to the media sector.
Top writers, academics, strategists, and consultants who contributed to TMY are:
Television: Graham Lovelace, UK based international media consultant and television expert
Radio: James Cridland, a UK based international radio futurologist
Newspapers: Larry Kilman, the Secretary General of the World Association of Newspapers and News Publishers (WAN-IFRA)
Magazines: Cobus Heyl, FIPP marketing manager
Out-of-Home: Nancy Fletcher, President and CEO, the Outdoor Advertising Association of America’s, and Mark Flys, FEPE International’s General Secretary
Online: Jamie Brighton, Adobe’s Marketing Cloud Strategist
Significant shifts in local media ownership were covered by award winning journalist Reg Rumney, Director of the SA Reserve Bank Centre for Economic Journalism.
Editor of TMY and The Media magazine, Peta Krost-Maunder and her deputy Melina Meletakos, describe the project as “fascinating and insightful”, some submissions surprised them and they believe this collection of articles will inform and inspire the media and marketing sector over the next year.
The Opportunity
TMY will be sent to The Media magazine’s mailing list, which includes media agencies, marketers, media owners, and influencers across the marketing and media sector. It will also be loaded onto TheMediaOnline (unique users 19 700) for sharing and archiving.
Advertising packages and prime spots are available to those companies wanting to associate their businesses and brands with the innovative and timely Yearbook. Contact Shandrell Penniken 082 851 6694 or email shandrell@wagthedog.co.za.
