Among the few certainties in life is that ‘50% are worse than average'.
One major media agency group is trying to bust this self-evident truth. It's created either a ground breaking concept or a short self-inflicted suicide note.
The group has guaranteed - yes guaranteed across 2009, for one of its largest clients, a media buying performance that will deliver prices consistently cheaper than the group's own average.
Possible? Yes. Media Madness? Certainly
First, what advertiser could accept the buyer being the auditor?
Second, the agency's average price is meaningless. It could be good, bad or indifferent. The deal is not worth the paper.
Third and the best of all, the agency can only offer this guarantee for 50% of its clients. If you were the client how would you feel about being in the bottom half?
The client may have been duped. Once the news leaks out that this deal has been done, every one of their clients should demand the same. And why not? Then the media agency group will be in serious trouble with its 2009 deals. They can only satisfy half their clients. And then we shall watch the new business pitches. There will be lots about
You couldn't make it up. Media Madness is alive and well
