The Media Playbook

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Michael Drexler. The Media Playbook

Dedication

​Acknowledgements

FOREWORD By Jack Myers

INTRODUCTION

Mike Drexler on Media

Steve Fajen on Media

The Advertising Industry as We Know It Is About to Blow Up

Is the Agency Model Broken?

Is the Advertising Agency Business Going Full Circle?

The Agency Model: Bent, Not Broken

Agency of the Future

Zelig and the Death of Identity

The Advertising Agency Business Is Under Siege

The 3-Legged Stool

The Vision Thing: What it Means for Marketers

What the ANA Transparency Report Really Tells Us

Why Advertisers Need to Know More

Insight Is a Terrible Thing to Waste

Pseudo-speaking 2.0

The Schizophrenic Strategist

Audits, Assessments and the Angle of Repose

Media and Marketing Megatrends, 2010–2020

RELATIONSHIPS AND REVIEWS – CALM TO CHAOS

Why Clients Fire Their Agencies

Winning an Agency Review

Turning the Advertising Agency Business on its Ear

Media Agency Reviews Abound

Are Client Project-Based Assignments the New Normal?

Ten Rules for Agency Retention

Return on Relationship: Placing a Value on Improving a Current Media Agency Relationship

Checklist to Evaluate Your Current Agency

Nineteen Secrets

Agency Business Development Checklist

Talent in the Room

Client-Led Digital Agency Reviews

How Do We Solve the Media Rebate Issue

Real Agency Collaboration

The Scope of Rework

The Digital Signal in the Noise

Give Social Media a Strong Virus

Viral Advertising

What Does it Mean to Think Outside the Digital Box?

Attribution: The Real Test of Integration

Could Native Advertising Become the Next Transparency Issue?

The Bots Are Here! The Bots Are Here!

The Reconstruction of the Print Publishing Business

Inattentiveness and New Marketing Music

Time for You to Grow Up, Digital

What’s Your Digital Strategy?

Marketing’s Double Helix

Prediction to Perfection: Can’t Get There From Here

Arithmetic Is Not an Opinion

CAUTION: The Advertising Industry Financial Procedures Are About to Change

Accountable Agency Staffing and Compensation

Taking a Knife to a Gunfight

Don’t Pay Too Much

Is Pay-for-Performance Really Good or Bad?

The CFO/CMO Union

One-Third of Your Advertising Is Wasted Unless …

Big Data Is Not Enough

Hamlet Was Uncertain

Lessons From the 2016 Election

DREXLER/FAJEN RULES

AUTHOR BIOGRAPHIES

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To all those in the advertising and media business who believe that the industry has even more potential in the future than it had in the past.

We salute those who have passed away: Marion Harper, Bill Bernbach, David Ogilvy, Chuck Peebler, David McCall, Erwin Ephron, Bill Simmons, Stan Federman; they have left a legacy that will prevail for a very long time. Others are still very much active: Keith Reinhard, David Bell, Bill Harvey, Irwin Gotlieb, and many others are still mentors from whom we continue to amass enormous knowledge.

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