“It’s been an on-going battle for procurement people to look for value. Payment terms have been one of their tools, but there are many other ways to drive value”,
said Greg Paull, Co-founder & Principal of R3
Co-founder of R3, Greg Paull, says, “the big six [holding companies] laid off 24,000 during 2020 and then … hired 32,000 back in, so there’s just a lot of turmoil in the agency process and model.” https://www.adweek.com/agencies/talent-issues-force-agencies-to-stay-selective-leaving-brands-with-fewer-options/
R3's Greg Paull says, "advertisers are looking for opportunities to #maximise their investment, and linear TV doesn't offer them features like audience targeting, ad performance tracking, ad optimisation, or a range of formats."
"Programmatic DOOH provides flexibility," says Greg Paull, co-founder & principal at R3. "Advertisers will also get a level of transparency in trading not previously available, which will challenge buying behaviour within OOH."
“The war [for] talent has never been more so than at smaller startups, where well-funded CEOs will be open to investing more in CMOs with pedigree to help fuel growth,” said @gregpaull, Co-Founder and Principal of independent marketing consultancy R3.