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About Me
- Kevin Murphy
- Kevin Murphy is a media strategist working at Universal McCann as Managing Director DISCLAIMER! Any views expressed here reflect personal opinion and not necessarily that of Universal McCann or McCann Erikson
Friday 24 October 2008
Tuesday 21 October 2008
Monday 20 October 2008
Tuesday 7 October 2008
Wednesday 1 October 2008
Tuesday 22 July 2008
Revolution Power 50
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It was a nice surprise to be ranked with Paul at nuber 36 in Revolution's Power 50, a table of the most influential people in digital marketing in the UK. A nice surprise as I don't believe we actually entered it. Whilst I will allow myself a little smile as my predecessor Greg only managed 49th place last year (much to his annoyance), what it is in reality is an endorsement of the tremendous work that everyone in Zed continues to put in and the sustained growth that has been achieved as a result. That is what has generated the reputation that Zed enjoys and that is the reason we were included.
Tuesday 17 June 2008
Be a data driven Indiana Jones and find the Kingdom of the Marketing Gold
Be a data driven Indiana Jones and find the Kingdom of the Marketing Gold
by Kevin Murphy
Data. Is there a duller word in the world? “Timesheets” maybe? Beyond that, for many there is no duller concept than data especially in an industry that is, if you believe in all these psychometric tests that everyone seems to do, full of “expressive” types who find the requirement of deep attention to detail their equivalent of garlic to a vampire. The concept of reams and reams of numbers that people have to sift through in the hope of finding a trend gets many of us snoozing before they even get to the end of this sentencezzzzzzzzzz. It’s not just agency types. For many clients the need to provide high quality data can be extremely time consuming and ultimately something they have neither the time nor the strength for, especially if they are dealing with collection of disparate legacy databases which would require involving other departments including, oh lord no, I.T.
Furthermore, in my fifteen years in this industry I have also seen clients who seemed almost afraid to get high quality data in as if it would just expose flaws in their marketing strategy rather than provide a genuine opportunity to learn and improve the next campaign. This leads to comments such as “econometrics is too ‘black box’” or a “commitment” to brand tracking that only happens once a year. From all groups there can be too much post rationalising of results that lead to repeat or middle of the road strategies which invariably generates the same or even diminishing returns even though targets inevitably get tougher year on year. Maybe the problem is that “accountability rivals “data” for the most boring word in the universe?
The truth is that clients and agencies need to think about the future. Not only is data here to stay, it is going to become even more critical. The digitisation and therefore “datarization” (TM K Murphy) of media continues plus there are emerging digital channels such as mobile and IPTV coming over the horizon.. In addition online technologies such as ad serving innovations like Doubleclick’s Exposure to Conversion reporting is generating additional and more sophisticated data that could radically change how campaigns are planned and evaluated. There is a tidal wave of data sweeping through marketing land and it is the companies who can harness that flood without being washed away who will win. Now that’s not a dull sentence is it? So maybe it’s time for the data process to be rebranded or at least reinvented in the mind of clients and agency planners. After all Indiana Jones made archaeology exciting didn’t he? That’s just about digging in dirt for fossils or inanimate objects. I’m not saying we should all don a fedora and sing rousing theme tunes as we work, though if that works for you then go for it. However I do think attitudes and priorities need to change because the agency of the future will need to have data, not digital, at its heart. Now where did I put my bullwhip?
by Kevin Murphy
Data. Is there a duller word in the world? “Timesheets” maybe? Beyond that, for many there is no duller concept than data especially in an industry that is, if you believe in all these psychometric tests that everyone seems to do, full of “expressive” types who find the requirement of deep attention to detail their equivalent of garlic to a vampire. The concept of reams and reams of numbers that people have to sift through in the hope of finding a trend gets many of us snoozing before they even get to the end of this sentencezzzzzzzzzz. It’s not just agency types. For many clients the need to provide high quality data can be extremely time consuming and ultimately something they have neither the time nor the strength for, especially if they are dealing with collection of disparate legacy databases which would require involving other departments including, oh lord no, I.T.
Furthermore, in my fifteen years in this industry I have also seen clients who seemed almost afraid to get high quality data in as if it would just expose flaws in their marketing strategy rather than provide a genuine opportunity to learn and improve the next campaign. This leads to comments such as “econometrics is too ‘black box’” or a “commitment” to brand tracking that only happens once a year. From all groups there can be too much post rationalising of results that lead to repeat or middle of the road strategies which invariably generates the same or even diminishing returns even though targets inevitably get tougher year on year. Maybe the problem is that “accountability rivals “data” for the most boring word in the universe?
The truth is that clients and agencies need to think about the future. Not only is data here to stay, it is going to become even more critical. The digitisation and therefore “datarization” (TM K Murphy) of media continues plus there are emerging digital channels such as mobile and IPTV coming over the horizon.. In addition online technologies such as ad serving innovations like Doubleclick’s Exposure to Conversion reporting is generating additional and more sophisticated data that could radically change how campaigns are planned and evaluated. There is a tidal wave of data sweeping through marketing land and it is the companies who can harness that flood without being washed away who will win. Now that’s not a dull sentence is it? So maybe it’s time for the data process to be rebranded or at least reinvented in the mind of clients and agency planners. After all Indiana Jones made archaeology exciting didn’t he? That’s just about digging in dirt for fossils or inanimate objects. I’m not saying we should all don a fedora and sing rousing theme tunes as we work, though if that works for you then go for it. However I do think attitudes and priorities need to change because the agency of the future will need to have data, not digital, at its heart. Now where did I put my bullwhip?
Tuesday 10 June 2008
Thursday 10 April 2008
Friday 7 March 2008
Thursday 14 February 2008
Campaign: Is it best to integrate digital?
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It's understandable that digital specialists are going to fight tooth and nail to try and use the media to argue the relevancy of their offering in an ever increasingly integrated media background. Unfortunately they are merely fiddling while Rome burns. The reality is that major clients such as O2, BT, AA to name but three know that it is plain common sense to have a centralised structure that can be planning and delivery neutral and co-ordinated together to esnure maximum cross media uplift efficiencies. It's easy for them to kid themselves and say it is entirely down to economies of scale regarding the buying, but that's like trotting out the "we came a close second" or "the other agency dropped their pants on remuneration" after every pitch loss. We are talking experienced clients who have been around long enough to know that it doesn't matter how long cheaply media can be bought if it is the wrong media for achieving strategic goals. Obviously some clients may well be purely interested in rates if agencies cannot demonstrate exceptional planning skills and strategies, but that is an agency's challenge and has been for years.
The other challenge for "traditional" agencies is to live the all media promise and ensure that the development of strategy and implementation is truly joined up. They must also ensure that they acquire or develop strong digital and integrated knowedge and craft skills because if they get clients interested in an integrated solution but then can't deliver equal quality across all channels, they will lose credibility very quickly and set their crediblity cause back significantly. Fortunately at Zed, we are perfectly positioned because we have embraced digital since it's rise to prominence and we immediately positioned it with other media channels. This cross pollinated understanding between on and off line and enabled neutral thinking and understanding. This is why I feel extremely confident for the future of our agency and this is why digital specialists should be concentrating on finding close strategic partnerships with agencies who can help them be part of an all media offering.
Tuesday 5 February 2008
Wednesday 30 January 2008
News of my promotion to Joint Managing Director
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Clearly this has been the most satisfying event in my career. It will obviously be very hard work but it will be a challenge I will relish
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