Jon Rolley - Advertising Media Measurement - How politics creates unwise choices - S3 Ep24 (part 5 of 6)

Champagne Strategy

Brain hurt scale 4/10. Jonathan Rolley is an agency owner who specializes in buying media and executing campaigns for brands who actually want a measured response. Sounds crazy I know. But instead of optimizing for vanity metrics like impressions, reach, brand awareness, brand consideration, brand preference and even salience. He's more concerned about whether it resulted in purchases (the response). Hence his aptly named company, Direct Response Media.

But ironically, because he's concerned about financial outcomes from media spend, most marketing people do not engage him. He deals primarily with CEO's, CFO's and COO's rather than CMOs. Something I can personally relate to as well. Why? Because the truth is that the bulk of CMO's don't care about sales revenue nor the true financial effect from any marketing efforts. That's hard. And it's often less fun than spinning up some creative concepts and sipping martini's with your agency rep at a media event they invited you to.

We explore this political dynamic which plagues marketing teams' ability to spend resources in a way that contributes to bottom line results. It's also the key reason why marketers don't get a seat at the board table. He uses multiple first-hand stories to illustrate this key point.

In the end, we both land on a key contributing factor which determines whether a firm's marketing team stays in the land of sunshine and rainbows or ventures into the heart of business value-creation. And it's a stark difference between the two.

So if you're a marketer who wishes to move on from the land of 'brand' campaigns and active avoidance of financial accountability, and wish to learn how real marketing works - press play.

If you dare.

Very red pill