MEC celebrates 10-year anniversary, predicts greater role for media agencies

MEC was created in 2002 from the merger of The Media Edge and CIA—the first merger in WPP’s history. The industry has changed a lot since then, Li says, with agencies now performing much more than core media planning and buying.

Media agencies are “very comfortable with data” and able to look at the measurability, addressability and ROI of solutions, he says. But they are also becoming increasingly creative in the communication solutions offered.

Ten years ago it was absolutely right for media agencies to “come out from the shadows”, Li says. As media agencies continue to expand their skills over the next five years, against a backdrop of client demand for greater accountability, the industry could see a new breed of full-service agencies emerge.

"There is an argument to be made that says, ‘Ok, are we actually looking at a scenario where we are almost going into a new world of a new type of full-service agency, but where the people who really understand consumer touch points and the need to ensure [that] those touch points are addressable and accountable take more of a leadership role’?" he asks rhetorically. He then goes on to answer that the obvious entity to fulfill such a role is the media agency.

Li adds that MEC’s seat at the top table with clients is “pretty much cemented”, with the agency working closely and collaboratively with creative agencies in developing the core strategy for clients.

“Increasingly you hear clients say, ‘As far as I’m concerned you are my team. Get together, work together and get on with it’", Li says. "There is no longer a hierarchal pecking order where they go to the creative agency first and then brief the media agency.”

The main challenges going forward are talent attraction and retention, Li says, adding that the agency has evolved in terms of the skill sets it brings in; it's no longer about poaching good planners from competitors.

“We are now looking at people from ad agencies, content providers, people from the media sales side; the spectrum is very broad now,” he says. “There are just as many CVs across my desk, particularly in the space of communications planning and strategy, from strat planners in creative agencies as people who are from media agencies.”

Li adds that differentiation will also be a major focus going forward, with a strong need to emphasise quality and the level of creativity applied to the challenge.

“We sit as media agencies and bitch and moan that there are so many clients now that are making decisions purely on procurement and the cost of media,” he says. “But the challenge I throw back is, as an industry and agency, what are we doing to help our clients to have more of a point of view against procurement? What ammunition do we give them beyond a credentials presentation that will allow them to say to procurement, ‘This is why I should pay more, this is why it’s a worthwhile proposition’.”

See also: "MEC turns 10, celebrations begin" from Campaign India.