Brian Jacobs, a veteran in advertising and co-founder of a new initiative, joins Denise Turner, CEO of Route Research, and Michael Farmer, consultant and author, to discuss transformative efforts in the advertising world. They tackle pressing issues like agency compensation, consumer trust, and advertising fraud. The guests emphasize the need for creativity and accountability, reflect on the industry's evolution, and stress the importance of collaboration among stakeholders to drive positive change and adapt to modern challenges.
The new cross-industry initiative aims to improve the advertising landscape by tackling agency remuneration and enhancing consumer trust.
Support from influential industry figures indicates a strong commitment to collaboratively address challenges like recruitment struggles and creative quality.
Deep dives
Addressing Industry Challenges
A new initiative is being launched to tackle significant issues in the advertising industry, including agency remuneration and consumer trust. Founders Brian Jacobs and Nick Manning noted that there is a growing disconnect between advertising professionals and the creative quality of produced ads, primarily due to a focus on audience reach over meaningful messaging. Their discussions highlighted various concerns such as recruitment struggles and the historical context of agency payment structures, which have evolved but often failed to provide adequate compensation relative to the work produced. The initiative seeks to understand and address these interconnected problems comprehensively, drawing from insights gathered during informal conversations and a blog post that stirred considerable interest within the industry.
Collaborative Efforts for Positive Change
Numerous key figures from the advertising industry have rallied around the initiative, demonstrating widespread support for addressing its challenges. When approached to participate, influential leaders, including Denise Turner and Michael Farmer, universally accepted the invitation, which indicates a collective commitment to positive change. The initiative aims to not only acknowledge existing issues but also to facilitate collaborative workstreams focusing on practical solutions regarding business models, transparency, and measurement accountability. This collaborative spirit sets the foundation for actionable changes within the industry, moving away from merely discussing problems toward creating tangible improvements.
Future Directions and Collective Responsibility
Moving forward, the initiative emphasizes the importance of integrating various existing efforts across the advertising landscape to foster a cohesive approach to its challenges. Feedback will be sought from supporters and industry participants to shape the next steps, reinforcing a collective responsibility to drive meaningful transformation. The focus will be on building a more connected framework that aligns interests across various stakeholders, including agencies, clients, and trade organizations. By establishing a collaborative environment, the initiative aims to ensure that the evolution of the advertising industry reflects contemporary needs and aspirations while restoring its value and impact.
WARC’s Alex Brownsell talks about a new cross-industry initiative that pledges to make the advertising world a better, more productive, more creatively-driven place. Discussing this project with one of the co-founders, Brian Jacobs, Denise Turner, CEO at Route Research, and consultant and author Michael Farmer.
Stay up-to-date with the latest marketing and advertising news with our free daily newsletter.
Remember Everything You Learn from Podcasts
Save insights instantly, chat with episodes, and build lasting knowledge - all powered by AI.
