**REGISTER FOR WEBINAR**Want to know WHAT the speech by Marc Pritchard P&G means for your business? Register NOW for an exclusive ID Comms MediaSnack Webinar on 15th Februaryhttps://app.webinarjam.net/register/25846/53a44efeb9----On this week's #MediaSnack we consider the announcement by P&G to launch a media agency pitch in some key European markets including U.K., Germany, Austria, Switzerland, Nordics and Ireland with estimated media budgets across the region around $500m. We expect the major agency groups to be invited, certainly WPP, Omnicom, Publicis and DentsuAegis and this will be one they will all want to win, for different reasons. The scale of the pitch is obviously significant but the reason it's likely to be one of the more interesting pitches of the year is that it comes at a time when P&G have gathered a lot of attention following a speech by Marc Pritchard their Chief Brand Officer. Marc delivered ”the most important marketing speech of the last 20 years” (according to Professor Mark Ritson) at the IAB leadership conference in New York. You can view the #MediaSnack perspective on the speech inEpisode 63https://youtu.be/JeTiPNvQSL8So the significant impact of this P&G pitch is that it will test agencies under this intense scrutiny. The wider implications are that the industry will inevitably regard the winner of the P&G account to have delivered to Marc Pritchard's high standards, and by implication that the losing agencies fell short of expectations. For relative ‘newbie’ Hearts & Science this will be a major test too. A win for them really validates that new media agency model and will set a new blueprint for media agencies and other groups to follow. A loss could be regarded as catastrophic to Hearts & Science's ambitious international expansion plans and will surely be pounced on by the other agency groups of an indication that Hearts & Science has an Achilles heel after all. A win for one of the other groups would help them position themselves as “more transparent” than the others, whether fairly or not. Such is the impact of having a P&G endorsement in your agency. It is possible that the other agency groups will use the P&G brief to forge their own disruptive media agency model, much in the way Omnicom had the opportunity to do in 2016 with P&Gs brief in US, which as we all know created Hearts & Science, the most successful media agency launch of all time. It is under the most intense pressures that diamonds are formed after all. For other advertisers planning media pitches in Europe in 2017, they will want to watch P&G closely. These scale of pitches like this, which will attract such focus from the agency groups, presents a risk as agencies apply all their resources to win P&G. This means not just good pricing, added value and other commercial elements, but also the agency’s top talent, most strategic creative thinkers and the best innovations. Everyone will be in the queue behind P&G for the next couple of months. ID COMMS WEBINARWednesday 15th February 10am EST / 3pm UK / 4pm CETJoin us for an exclusive webinar in which we look into the action plan of Marc Pritchard’s Media speech. We will look at some immediate, medium and long-term actions you might want to consider taking in response. We will be joined by an expert panel who can share perspectives on viewability, digital measurement, TAG certification and contract transparency. We will allow time for Q&A so sign up, register your place and please submit questions!REGISTER HERE:https://app.webinarjam.net/register/25846/53a44efeb9
