'The struggle to claim prime agency position for a client appears ludicrous'
Restructured Article:
Embracing a more integrated approach, MSQ aims to connect the disjointed elements of advertising agencies and deliver on the promises they make. Joanna Lyall, the new executive media director at MSQ, believes she can bridge this gap. A seasoned industry veteran, she previously worked as a UK managing director at Mindshare.
MSQ's primary mission is to simplify the process of accessing and utilizing their diverse collective firepower. Historically, the company has grown through acquisitions, and it's now Lyall's job to make this growth more seamless for clients. The goal isn't to imitate the traditional holding companies but to provide a bespoke, lean, and client-centric service.
Lyall's role is to serve as the connective tissue, as she put it. For a long time, everything in the industry has been compartmentalized, leaving clients to juggle various aspects. Her task is to break down these walls and create a more unified, streamlined experience.
Her appointment is a significant shift in MSQ's market presence. The company is known for its group of specialist agencies, but now it needs to showcase its unique capabilities more effectively. Lyall's challenge is to stitch together all these capabilities without falling into the same traps as the competition.
MSQ's strategy lies somewhere between the major holding companies and independent specialists. With around 1,850 employees across its agencies, it has enough breadth to offer a comprehensive service, but it isn't slowed down by bureaucratic processes. Unlike the likes of WPP or Publicis, MSQ doesn't carry legacy structures or procurement-led global deals.
Lyall believes that it's time to redefine what clients need from a media partner in today's data-driven world. She argues that while it's possible to buy media more effectively than ever, it's the creative aspect that truly makes a campaign succeed. Research suggests that around 40 to 70 percent of a campaign's performance is driven by creative, not just targeting and efficiency.
This problem isn't new to Lyall. She's seen countless instances where clients invest heavily in data and targeting, yet their performance stalls due to a lack of creative insight. Her solution is to break down the barriers between data, strategy, and creative execution, allowing each aspect to inform and strengthen the others in real-time.
Furthermore, Lyall contends that media and creative are moving back towards integration, not through structure, but through practice. The original divide between these functions helped media evolve into a strategic discipline, but in today's more complex landscape, success demands closer collaboration. With better attribution, live performance data, and AI-enabled decision-making, media and creative teams need to work cohesively, focused on shared goals rather than agency egos.
Lyall is open to rethinking how MSQ charges clients, so long as the pricing model reflects what truly drives business results. She envisions a future where MSQ operates as a true growth partner, flexible to each client's needs and capable of tailoring terms around outcomes, not processes.
Lastly, Lyall believes that the goal for AI shouldn't be replacement, but augmentation. AI should work alongside human teams to create better campaigns based on real-time data and insights. In her view, MSQ's model offers more flexibility, human touch, and focus on client needs compared to its competitors. She summarizes her vision by saying, "We're not saying, 'Here's our big machine, come and use it.' We're saying, 'We'll build it for you. What do you need?'"
Insights:
- Media and creative are essential elements of advertising campaigns, but their integration is becoming increasingly important to ensure success in today's complex marketing landscape.
- A focus on outcomes, rather than traditional processes, is crucial for advertising agencies to stay competitive and provide value to clients.
- MSQ seeks to position itself between traditional holding companies and independent specialists by offering multi-disciplinary firepower with greater agility and collaboration.
- Building a true partnership with clients, based on shared goals and dynamic pricing models, is critical to breaking down the divide between agencies and clients.
- AI can augment human efforts in advertising, but its role should be supportive and collaborative, rather than replacing human creativity and strategy.
- Joanna Lyall, the new executive media director at MSQ, is working to integrate media and marketing, bridging the gap between data, strategy, and creative execution to deliver better results for clients.
- MSQ's business strategy includes leveraging AI to augment human efforts and offer a flexible, client-centric, and outcomes-based marketing service, separating itself from traditional holding companies and independent specialists.
