DM p22-26 bureaux Dec08.qxp 02/12/2008 11:56 Page 26
Database Bureaux
We’re at the Salmon echoes the need for close links between
stage where we
bureau and agency, whether part of the same compa-
can drive content
ny – as it is at Rapp – or not. “Having the bureau
completely from
joined up with the agency is very very important,” he
states. “You usually get niche agencies which are very
personal data.
good at the digital stuff and the traditional MSP. You
Ben Salmon, solutions and
rarely get a mixture of the two. We’re not seeing
strategy director, Rapp
much competition.”
Working with agencies
According to Lees, it’s unlikely. “Bureaux never used There’s no doubt that taking an integrated view of all
to get involved in inserts or media buying, and it will channels is now accepted as best practice in market-
be the same with skills like SEO.” ing. MSPs may be the best positioned to deal with
How the client company is structured will record matching and analytics, but only those that
inevitably affect how their suppliers choose to posi- are prepared to invest in the people with the right
tion themselves. Magson notes that the internal track record will truly be able to offer a one-stop digi-
departments that handle the various channels usually tal shop.
don’t work together much, if at all. “There might be Just as in the offline world where agencies usually
an RFI from one department for web analysis while retain control of creative development, media plan-
another deals with the SCV database,” Magson says. ning and response evaluation, it looks probable that
“Often, in the definition of that customer database, the majority of digital services will remain with the
they haven’t thought about web data at all.” specialist agencies that currently deal with them,
He reckons that strategic alliances between digital with MSPs concentrating on the data side.
agencies and MSPs are a more likely way for the mar- Concludes Magson: “Data-literate suppliers are in a
ket to go. “The choice will be more around whether good position but any change will have to be client-
the client manages multiple providers itself or decides led. Client companies will need to have a simple
to have a lead agency that can manage them for position of control where they can manage both sides
him,” Magson adds. of on- and offline.”
n
26 Database Marketing December 2008 www.dmarket.co.uk
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