Χάρης Λαούδης, Ira Media: «Η τάση υπέρ των Independent Media Agencies»

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custom-single-post theiaStickyCol"> <div class="theiaStickySidebar"> <span class="post-date">13/01/21</span> <h1 id="read-top-title">Χάρης Λαούδης, Ira Media: «Η τάση υπέρ των Independent Media Agencies»</h1> <div class="small-devices-share"> <div class="share-post"> <span class="share-name">Share: </span> <ul class="share-post-list"> <li><a href="https://www.facebook.com/sharer/sharer.php?u=https://marketingweek.gr/charis-laoudis-ira-media-i-tasi-yper-ton-independent-media-agencies/" target="_blank"><i class="fa fa-facebook" aria-hidden="true"></i></a></li> <li><a href="https://twitter.com/intent/tweet?url=https://marketingweek.gr/charis-laoudis-ira-media-i-tasi-yper-ton-independent-media-agencies/" target="_blank"><i class="fa fa-twitter" aria-hidden="true"></i></a></li> <li><a href="https://www.linkedin.com/shareArticle?mini=true&url=https://marketingweek.gr/charis-laoudis-ira-media-i-tasi-yper-ton-independent-media-agencies/" target="_blank"><i class="fa fa-linkedin" aria-hidden="true"></i></a></li> </ul> </div> </div> <p class="author-name">Από Ευγενία Κουτήφαρη</p> <div class="post-featured-image"><img width="1100" height="620" src="https://marketingweek.gr/wp-content/uploads/2021/01/xaris_laoudis.jpg" class="attachment-full size-full wp-post-image" alt="" decoding="async" fetchpriority="high" srcset="https://marketingweek.gr/wp-content/uploads/2021/01/xaris_laoudis.jpg 1100w, https://marketingweek.gr/wp-content/uploads/2021/01/xaris_laoudis-300x169.jpg 300w, https://marketingweek.gr/wp-content/uploads/2021/01/xaris_laoudis-768x433.jpg 768w, https://marketingweek.gr/wp-content/uploads/2021/01/xaris_laoudis-1024x577.jpg 1024w, https://marketingweek.gr/wp-content/uploads/2021/01/xaris_laoudis-345x195.jpg 345w" sizes="(max-width: 1100px) 100vw, 1100px" /></div> <div class="post-content"> <p class="post-excerpt">Η Ira Media έχει διαγράψει μια άκρως επιτυχημένη πορεία, και συνεχίζει στον ίδιο δρόμο, αποδεικνύοντας τη δυναμική των ανεξάρτητων agencies. Το Media Efficiency αποτελεί ένα από τα βασικότερα χαρακτηριστικά της, επενδύει συνεχώς στην αναβάθμιση των υπηρεσιών της και παραμένει πάντα εστιασμένη στις σύγχρονες ανάγκες των πελατών της.</p><div class="inline-article-ad"><div class="marke-inline-placement" id="marke-1851452496"> <div id='div-gpt-ad-1656491977556-0' style='min-width: 300px; min-height: 90px;'> <script> googletag.cmd.push(function() { googletag.display('div-gpt-ad-1656491977556-0'); }); </script> </div></div></div><p>Η Ira Media έχει διαγράψει μια άκρως επιτυχημένη πορεία, και συνεχίζει στον ίδιο δρόμο, αποδεικνύοντας τη δυναμική των ανεξάρτητων agencies. Το Media Efficiency αποτελεί ένα από τα βασικότερα χαρακτηριστικά της, επενδύει συνεχώς στην αναβάθμιση των υπηρεσιών της και παραμένει πάντα εστιασμένη στις σύγχρονες ανάγκες των πελατών της.</p> <p>Πολύτιμα insights από την ιστορία της εταιρείας, τα πλεονεκτήματα των independent media agencies, αλλά και τις μελλοντικές τάσεις στη διαφημιστική αγορά, και όχι μόνο, μοιράζεται με το MW, ο <strong>Χάρης Λαούδης, CEO της Ira Media</strong>.</p> <blockquote><p><strong>MW: Ας ξεκινήσουμε με λίγα λόγια για την ίδια την Ira Media. Ποια είναι και ποιο το αντικείμενό της;</strong></p></blockquote> <p><strong>Χάρης Λαούδης:</strong> H Ira Media είναι το μεγαλύτερο ανεξάρτητο Media Agency στην Ελλάδα που φέτος «ενηλικιώνεται», καθώς κλείνει 18 χρόνια επιτυχημένης παρουσίας, εκπροσωπώντας την Tribe Global, ένα διεθνές δίκτυο επικοινωνίας με παρουσία σε περισσότερες από 40 χώρες. Τα τελευταία πέντε χρόνια έχουμε διπλασιάσει τα μεγέθη μας, πετυχαίνοντας πιστότητα 65%, ενώ το 2020 πετύχαμε ανάπτυξη 12% σε μια ελαφρώς πτωτική αγορά.</p> <p>Συνολικά, η Ira Media έχει εξυπηρετήσει πάνω από 300 πελάτες σε κλάδους όπως Retail, FMCG, ενέργεια, Healthcare, Fashion κ.ά., προσφέροντας υπηρεσίες που επιτυγχάνουν media efficiency. Μέρος των υπηρεσιών αυτών είναι τα media mix modelling, planning & buying, native content marketing strategy & distribution, μέσα από εξειδικευμένα εργαλεία και έμπειρα στελέχη.</p> <blockquote><p><strong>Ποιο θα λέγατε ότι είναι το χαρακτηριστικό που την κάνει να ξεχωρίζει;</strong></p><div class="inline-article-ad"><div class="marke-inline-placement-2" id="marke-579108778"> <div id='div-gpt-ad-1656491982762-0' style='min-width: 300px; min-height: 90px;'> <script> googletag.cmd.push(function() { googletag.display('div-gpt-ad-1656491982762-0'); }); </script> </div></div></div> </blockquote> <p>Αναλογιζόμενος την πορεία και τους συνεργάτες της Ira Media, σίγουρα θα μπορούσα να αναφέρω πολλά. Θεωρώ όμως, ότι υπάρχει ένα στοιχείο που μας κάνει ξεχωριστούς: η εστίαση και η επένδυση στη καινοτομία με σκοπό τη μεγιστοποίηση του Media Efficiency των πελατών μας. Επενδύουμε διαρκώς τόσο σε διεθνή εργαλεία όσο και σε in house τεχνολογία, που δίνουν προηγμένες δυνατότητες για οn/off line planning & buying optimization.</p> <p>Αυτό έχει οδηγήσει σε απτά αποτελέσματα για τους πελάτες μας, με τη βελτίωση του media efficiency να ξεπερνάει το 7% σε σχέση με την αποτελεσματικότητα που είχαν προηγουμένως. Σαφέστατα, στην επίτευξη αυτών των αποτελεσμάτων, βασικό ρόλο έχει διατελέσει και το έμπειρο στελεχιακό δυναμικό της εταιρείας μας που το 2020 ανέπτυξε και υλοποίησε efficient στρατηγικές media για πάνω από 40 πελάτες μας, μάλιστα κάτω από πρωτόγνωρες συνθήκες για την αγορά.</p> <blockquote><p><strong>Η Ira Media αποτελεί ένα ανεξάρτητο agency σε έναν άκρως ανταγωνιστικό χώρο. Ποιες οι προκλήσεις, αλλά και οι ευκαιρίες, που φέρνει μαζί της η επιλογή αυτή;</strong></p></blockquote> <p>Πράγματι, το περιβάλλον που δραστηριοποιούμαστε είναι ανταγωνιστικό – το να είσαι ανεξάρτητος αποτελεί μεγάλη πρόκληση, αλλά συνάμα και ισχυρό πλεονέκτημα. Ωστόσο, με βάση τα τελευταία στοιχεία, τα ανεξάρτητα media agencies κέρδισαν διεθνώς μερίδιο αγοράς και πλέον κατέχουν το 43% του συνολικού media spending.</p> <p>Σε μεγάλες αγορές όπως η Γερμανία, το ανεξάρτητο agency Media Plus και, αντίστοιχα, στο Ηνωμένο Βασίλειο η 7Stars βρίσκονται ανάμεσα στις πρώτες θέσεις της τοπικής αγοράς. Η ισχυροποίηση των independent media agencies δεν είναι τυχαία, καθώς βασίζεται στα πλεονεκτήματα του operational agility και της προσαρμοστικής καινοτομίας (adaptive innovation).</p> <p>Η ανοδική αυτή τάση οφείλεται σε 3 λόγους. Πρώτον στις νέες ανάγκες των διαφημιζομένων για πραγματικά efficient campaign performance. Δεύτερον, στη συνεχή αύξηση των τοπικών pitch έναντι των διεθνών, τάση που δίνει πλεονέκτημα σε μια εταιρεία όπως εμείς καθώς είμαστε απόλυτα προσαρμοσμένοι στην τοπική αγορά. Και τέλος στο γεγονός ότι τα διεθνή δίκτυα δεν επέδειξαν την ευελιξία να ακολουθήσουν τις νέες απαιτήσεις σε μικρές αγορές όπως η Ελλάδα, στο επίπεδο integration υπηρεσιών και τεχνολογίας, αφού μια χώρα σαν τη δική μας δεν αποτελεί κυρίαρχη προτεραιότητά τους.</p> <p>Τις παραπάνω εξελίξεις τις διαβλέψαμε νωρίς ως ευκαιρία και ενισχύσαμε το μοντέλο λειτουργία μας, επενδύοντας αρχικά σε νέα τμήματα που ισχυροποιούν με κάθε τρόπο το media efficiency όπως business analytics, martech tools, native creative media και Strategy & Insights. Επιπλέον, το νέο μοντέλο λειτουργίας μας ενισχύθηκε σε corporate governance & capability, διευρύνοντας το ΔΣ και το management team μας με νεότερα και διακεκριμένα στελέχη της αγοράς.</p> <p>Συμπερασματικά, η Ira Media πλέον έχει τόσο το agility όσο και τις αναβαθμισμένες υπηρεσίες που της επιτρέπουν να καλύπτει αποτελεσματικά τις σύγχρονες ανάγκες των πελατών στο μεταβαλλόμενο τοπίο της αγοράς.</p> <blockquote><p><strong>Η ανεξαρτησία βέβαια, δεν αποκλείει και τη σύναψη σημαντικών συνεργασιών με άλλους παράγοντες της αγοράς. Πώς τοποθετήστε ως προς το συγκεκριμένο κομμάτι; Ποιες θα ξεχωρίζατε ως τις σημαντικότερες από τις συνέργειές σας;</strong></p></blockquote> <p>Οι συνεργασίες και οι συνέργειες είναι σε κάθε πτυχή της ζωής, προσωπική ή επιχειρηματική, απαραίτητες για να μπορεί κανείς να διευρύνει τους ορίζοντές του και το εύρος των δραστηριοτήτων του. Η Ira Media ενεργοποιεί συνέργειες και συνεργασία σε τρεις τομείς, στο μετοχικό, το διεθνώς επιχειρησιακό και το θεσμικό.</p> <p>Σε διεθνές επίπεδο, θα ξεχώριζα τη σχέση μας με το δίκτυο Tribe Global στο οποίο, πλην της συνεχούς ανταλλαγής γνώσης, μετέχω στο European Management Committee με σημαντικές πρωτοβουλίες όπως την εκτενή ανταλλαγή ποιοτικών και ποσοτικών στοιχείων για τις επιπτώσεις του κορωνοϊού στην οικονομία. Επίσης, η ενεργή συμμετοχή μας στον θεσμό Advertising Week Europe, έχει αποτελέσει σημαντική αφορμή για ανταλλαγή knowhow σε θέματα media efficiency.</p> <p>Επίσης, η Ira Media συμμετέχει ως ενεργό μέλος και contributor σε αρκετούς φορείς, όπως το Ελληνικό Ινστιτούτο Επιχειρηματικής Ηθικής, η ΕΕΔΕ, ο ΙΑΒ αλλά προσφάτως και ο GR.EC.A. (Ελληνικός Σύνδεσμος Ηλεκτρονικού Εμπορίου), τον οποίο υποστηρίξαμε μέσω ευρείας κλαδικής καμπάνιας ευαισθητοποίησης. Ειδικά στην τελευταία αυτή συνεργασία με τον GR.EC.A. (Greek eCommerce Association) συμβάλλουμε ακόμα ενεργότερα, στηρίζοντάς τον συμβουλευτικά και χορηγικά στο νευραλγικό του έργο αυτή την περίοδο.</p> <blockquote><p><strong>Η Ira Media έχει διαγράψει μια πετυχημένη και ενδιαφέρουσα έως τώρα πορεία. Υπάρχουν στιγμές που θα χαρακτηρίζατε ως ορόσημα για την εταιρεία;</strong></p></blockquote> <p>Η Ira Media ξεκίνησε στα πρώτα της βήματα με πελάτες μικρούς διαφημιζόμενους και πλέον έχει αναδειχθεί σε έμπιστο συνεργάτη των μεγαλύτερων πελατών και σε αξιόπιστο συνομιλητή των θεσμικών φορέων της αγοράς. Κοιτώντας προς τα πίσω την πορεία μας, είναι όντως μια πραγματικά ενδιαφέρουσα ιστορία.</p> <p>Ωστόσο, για εμάς ορόσημα δεν είναι μόνο οι μεγάλες συνεργασίες, τα βραβεία ή τα θετικά αποτελέσματα στον ισολογισμό μας. Είναι η εκτίμηση που συγκεντρώνει η εταιρεία για την ποιότητα των υπηρεσιών της. Είναι η συνεχής προσέλκυση σημαντικών στελεχών και νέων ταλέντων που πλαισιώνουν την ομάδα μας. Είναι η δυνατότητα να χρησιμοποιούμε την τελευταία λέξη της τεχνολογίας για τον κλάδο μας.</p> <p>Είναι η πραγματικά ολιστική προσέγγιση του αντικειμένου μας που συνδυάζει τη στρατηγική σκέψη, την αποτελεσματικότητα μέσα από δεδομένα και τη δημιουργικότητα. Ως επιστέγασμα αυτών, σε μια πραγματικά δύσκολη χρονιά, υποστηρίξαμε τους πελάτες μας με έγκαιρη και έγκυρη πληροφόρηση μέσα από μελέτες για τις επιπτώσεις του κορωνοϊου στην κατανάλωση, προβλέποντας ένα μήνα νωρίτερα ποικίλα φαινόμενα όπως, λόγου χάρη, το panic buying.</p> <blockquote><p><strong>Σε ποιο σημείο βρίσκεται αυτή τη στιγμή και ποιοι οι στόχοι της για το μέλλον;</strong></p></blockquote> <p>Στη βάση της υγιούς ανάπτυξης, οι εταιρικοί μας στόχοι εστιάζονται σε προσέλκυση ταλαντούχου δυναμικού, ανάπτυξη στρατηγικών συνεργασιών σε Ελλάδα και εξωτερικό και ενδυνάμωση των media efficiency services, στηριγμένα σε data, ΑΙ technology και πραγματικά insights.</p> <blockquote><p><strong>Μόλις τελείωσε μια ιδιαίτερη χρονιά, αρκετά δύσκολη για πολλούς κλάδους και τομείς, εξαιτίας της πανδημίας. Με ποιους τρόπους επηρεάστηκε η διαφημιστική αγορά στην Ελλάδα και ποιες αλλαγές ήρθαν για να μείνουν;</strong></p></blockquote> <p>Η πανδημία του κορωνοϊού αποσταθεροποίησε αρκετούς κλάδους και επηρέασε σημαντικά την οικονομία της χώρας. Συνακόλουθα επηρεάστηκε και η διαφημιστική αγορά αφού μερίδα διαφημιζομένων για να μπορέσει να επιβιώσει αναγκάστηκε να περικόψει δαπάνες – μεταξύ αυτών και διαφημιστικά κονδύλια.</p> <p>Αυτό που παρατηρούμε όμως είναι ότι τα παραδοσιακά ΜΜΕ διατηρούν το πιστό τους κοινό και μάλιστα το διευρύνουν, δεδομένου ότι ο περισσότερος κόσμος βρίσκεται στο σπίτι ακολουθώντας τις οδηγίες της Πολιτείας. Παράλληλα, η ανάγκη να μένουμε σπίτι λειτούργησε ως καταλύτης, προκαλώντας δομικές αλλαγές στη συμπεριφορά των καταναλωτών, οι οποίες πιθανότατα θα διατηρηθούν και μετά την πανδημία: οι αγορές μέσω διαδικτύου έγιναν κανόνας και οι τηλεοπτικές υπηρεσίες streaming τηλεόρασης έγιναν κυρίαρχη πηγή ψυχαγωγίας.</p> <p>Πολλοί διαφημιζόμενοι από τον κλάδο του λιανεμπορίου, επένδυσαν στη διαφήμιση για τη διεκδίκηση μεριδίου από τη μεγάλη πίτα του ηλεκτρονικού εμπορίου, θέμα που δεν ήταν πρώτη προτεραιότητα, ενώ αναδείχθηκαν κατηγορίες προϊόντων ως ισχυροί διαφημιζόμενοι (π.χ. προϊόντα υγιεινής) που υπό άλλες συνθήκες δε θα επένδυαν τέτοια ποσά.</p> <p>Επιπλέον, η περίοδος αυτή επιτάχυνε τις εξελίξεις στην κατεύθυνση του Commercial & Brand performance, ενώ στα media το κυρίαρχο ζητούμενο είναι η επίτευξη μεγαλύτερης αποδοτικότητας στην συνολική επένδυση κάτι που μέχρι τώρα γινόταν μόνο στο digital.</p> <p>Oι περισσότερες μάρκες αναδεικνύουν ως μεγαλύτερη πρόκληση για την επόμενη περίοδο τη χρήση έξυπνων εργαλείων για τη βέλτιστη και πιο διαφανή αξιοποίηση των δεδομένων τους με σκοπό να επιτύχουν μετρήσιμη αύξηση της απόδοσης του κονδυλίου τους στα media. Σε αυτή ακριβώς την πτυχή η Ira Media είναι έτοιμη και μπορεί να βοηθήσει σημαντικά ώστε να ξεχωρίσουν και να μεγιστοποιήσουν την επένδυσή τους.</p> <blockquote><p><strong>Εάν σας ζητούσα να οραματιστείτε το μέλλον της διαφήμισης στη χώρα μας, ποιο θα ήταν αυτό; Ποια η θέση των agencies σε αυτό το μέλλον;</strong></p></blockquote> <p>Νομίζω ότι η πανδημία επιβάλλει αλλαγές, δημιουργεί ευκαιρίες και μας καλεί να ανταποκριθούμε σε μια άνευ προηγουμένου μεταβολή της πραγματικότητάς μας. Το μέλλον της διαφήμισης στη χώρα μας θεωρώ ότι θα περιλαμβάνει τις απαιτήσεις των πελατών για μεγαλύτερη δέσμευση στην αποτελεσματική διαχείριση του budget, την μετρήσιμη απόδοση της διαφημιστικής δαπάνης και τελικά τη λογική του payment by results.</p> <p>Επίσης, θεωρώ συνολικά ότι η παράμετρος του κόστους θα παραμείνει ισχυρή, κάνοντας τη ζήτηση ελαστικότερη, ενώ οι πρόσφατες μελέτες που δημοσιεύσαμε αναδεικνύουν ότι τo αίσθημα ασφάλειας που αποπνέει μια μάρκα θα συνεχίσει να βασικό κριτήριο επιλογής των καταναλωτών.</p> <p>Όσο για την έννοια των Agencies στο μέλλον, τον δρόμο έχει δείξει ο Martin Sorrell με το πρόσφατο επιτυχημένο του εγχείρημα που βασίζεται στους πυλώνες του integrated content production και του programmatic media planning/buying για όλα τα μέσα και είδη (OTT, VOD, display, audio streaming κ.ά.) όπου κάτω από μία ευέλικτη διοικητική δομή επιτυγχάνει το τρίπτυχο fast – better – cheaper κερδίζοντας έδαφος από τα παλαιά δίκτυα. Με την εφαρμογή του 5G θα αλλάξει επίσης ριζικά το τοπίο των μέσων.</p> <p>Από τη μία οι ψηφιακές πλατφόρμες που παρέχουν video, audio και content θα πάρουν μερίδιο από τη διαφημιστική πίτα, ενώ οι γίγαντες του ίντερνετ (Google, Facebook, Amazon) θα αποτελούν τα βασικά μέσα μαζί με την παραδοσιακή τηλεόραση με την υβριδική – digital μορφή της που θα συνεχίσει να παράγει επώνυμα προγράμματα ενημερωτικού και ψυχαγωγικού περιεχομένου. Το μέλλον της διαφήμισης είναι συνυφασμένο λοιπόν με την εξέλιξη των media.</p> <p>Όσο εξελίσσονται εκείνα στην ψηφιακή τους μορφή, τόσο θα εξελίσσεται και η διαφήμιση και άλλο τόσο οφείλουν να εξελίσσονται και τα media agencies, προκειμένου να δημιουργούν ολιστικές καμπάνιες προώθησης που θα είναι προσωποποιημένες. Επομένως, κατά την άποψή μου ο ρόλος τους θα είναι καθοριστικός και στο μέλλον και στην Ira Media εργαζόμαστε με πάθος και όρεξη για τις προκλήσεις της επόμενης 5ετίας.</p> </div> <span class="cat">CATEGORIES: </span> <a class="cat-title" href="https://marketingweek.gr/category/interviews">Ιnterviews</a> <br><br> <div class="article-topics"> <span class="title">Topics: </span> <a href="https://marketingweek.gr/tag/advertising" class="topic"> Advertising </a> </div> <div data-type="_mgwidget" data-widget-id="1676367"></div> <script>(function(w,q){w[q]=w[q]||[];w[q].push(["_mgc.load"])})(window,"_mgq");</script> <div class="custom-related-posts-by-cats"> <div class="container-fluid no-padding"> <div class="row single-post-more"> <span class="category-title">Ιnterviews</span> <div class="col-sm-4 col-md-4"> <div class="custom-post"> <a href="https://marketingweek.gr/?p=257836" class="latest-post-image" style="background-image: 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