Event Explores Key to Harmony between Clients, Media Agencies and Media Owners

Three doesn’t have to be a crowd when it comes to the client, media agency and media owner troika was the message of The Gift of Collaboration, a discussion hosted by True & North, the client-centric training company, in association with the IPA last week.

Delegates at the event were given exclusive insights into the IPA’s Autumn Digital Media Owners Survey, supported by True & North, and a chance to participate in a workshop.

The bi-annual survey looks at which media owners offer the highest level of service, with Mail Metro Media topping the autumn 2023 list, ahead of Blis and Reddit.

The event also featured a fireside chat between Nadine Young, CEO of Starcom UK, and Dominic Williams, CRO of Mail Metro Media, looking at the frustrations which often emerge in the three-way relationship between clients, media agencies and media owners.

Young and Williams highlighted how time pressures on all sides of the relationship are often a problem, but shared ideas for how collaboration can work – and how a deeper understanding of the industry and respect for each other’s roles is vital to making that happen.

For Williams, that means training and joining in events such as the Mail Metro Media Academy. Williams emphasised empathy and understanding through initiatives like Starcom’s In Your Shoes initiative.

Delegates quickly had the chance to put this advice into practice with a workshop led by True & North’s CEO David Clayton, called Introducing Empathy-mapping & Anchor Questions.

Clayton said: “It’s clear that the path to effective collaboration in our industry lies in understanding and insight. If we work together to break down barriers, we can foster a culture where clients, media agencies and media owners can not only coexist but thrive together. And when that happens, the possibilities for innovation and growth become boundless.”