As we embark on a new decade, it’s eye-opening to look back at the other 20s - the ‘roaring’ kind that got underway 100 years ago. Notorious for its hedonism, such figures as Al Capone, F.Scott and Zelda Fitzgerald, Bessie Smith and Charlie Chaplin dominated the period’s headlines. With organised crime on the rise, drugs and drinking both illegal and both booming, the decade had the feel of a long debauch that was brought to an abrupt end with the big financial crash in 1929. 

So why are we writing about this in a piece aimed at media agencies? No, we’re not about to suggest bootlegging as an alternative sideline to media operations. But rather squeezed in-between catastrophes (the Great War and the crash) the 1920s was interpreted by some as a hopeful and momentous period for self-expression and creativity. Saying nothing about whether 2019 contained a few catastrophes of its own (ahem!) it's obvious that we exist in a period where expression can certainly blow the cobwebs away and help brands and agencies stand out when they need to most.

Recently, we sat down with our Account Management team to pick their brains on the media landscape to understand what lay in store for the 2020s. Having handled media reviews for clients such as Starbucks, Great Rail Journeys, LNER, Wiliam Hill and more, they had a good deal of advice for marketers and agencies alike going into a new decade. And at the heart of this was the overwhelming opinion that there’s space for media to be doing more. 

Below is a rundown of the tips they have for those looking to transform their media output (whether a brand or an agency), performance and outlook in 2020 and beyond:

Embrace the emotional

Rational and media go together. But that doesn’t mean it loses anything by getting a little irrational. Across all disciplines, we’ve found our clients want to see the emotional more. Buying decisions are no longer by numbers, spreadsheet-focussed things. Emotions are becoming a bigger part of that buying decision. Looking at the rise of agencies like Bountiful Cow and Goodstuff tells you as much. But if media agencies are to wear their ethos on their sleeves a bit more, brand-side marketers have to be prepared to notice it. Or to even go looking for it. If sometimes the media agency landscape can be deemed a little stale, then those looking to shake it up a little should be rewarded, and therefore encouraged. 

Buck the trend

Clients like things easy. Who doesn’t? If there’s an all-in-one network agency option then of course they’re more than likely to go for it. But there are media agencies out there who are looking to buck the trend and try something a little more innovative. In their agency brands session, our account management team talk to member agencies about the competitive landscape and why their agency brands are so important. They help agencies stand out from the crowd, and promote their individuality in an marketplace of catch-all options. And besides, they're vessels for that sort of vibrancy and individuality that can make such a marked difference to an agency; and of course, to clients. It should be celebrated when an agency feels justified in not wanting to be a part of the all-in-one solution, but confident in what they can offer on a unique basis. There’s only positives to getting a more specialised offering and investing in media outside of it being simply one, less-celebrated part of a larger network solution. If you’re looking for your media to disrupt, challenge and remain alternative, then finding a media agency or a brand who thinks similarly could be worth your time. 

Encourage creativity

If the industry can do media a disservice and see it as functional, that doesn’t mean you have to do the same. Often when the account management team receive RFI submissions from creative agencies they are naturally great-looking, eking out every opportunity to be creative. Media agency RFI submissions, not so much. Brands - remind your agencies that you want to see their point of difference and then some. Agencies - remind clients that if they go for your agency, they’re buying your character, your creativity and your people too. Either way, don’t let media stereotypes pen in what you have to say. 

With the scope to do more and to stand out, we advise the industry to embrace the evocative, or even provocative. This was something that was the height of chic in the 1920s - but maybe steer clear of Al Capone when you’re looking for inspiration. 

When most people expect more of the same from media agencies, those who champion their point of difference should be rewarded. No one goes into a media agency review wanting middle of the road. The 1920s was the era of those who entered immortality by flaunting their ascent from the expected. The 2020s should be the same - for media agencies and for brands too. 

If you're thinking of running a media review of your own, then drop Lucy Miller a line. And if you're keen to schedule an agency brands presentation then speak to Katherine Maskell.