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Meet an Indie Agency: Obsessed Media
February 23 @ 10:00 am – 10:30 am PST
Here is a number that should bother every CMO: 20-30% of most media budgets are largely ineffective. Not underperforming. Ineffective.
Barry Dan and Danny Weisman co-founded Obsessed Media a little over a year ago around a mission that sounds simple but runs against everything the holding company model is built on: better media.
They are a fully integrated media planning and buying shop focused on brands spending $10-$50 million — the companies too big to manage everything in-house but too small to get real senior attention at a large agency. Every engagement starts with a live media audit. And sometimes their recommendation is to keep a channel yourself.
Danny puts it this way: most media agencies exist to gobble up more buying. Obsessed exists to make the buying better — even if that means recommending less of it.
Their take on the industry right now? “Media has this hive mind where everyone just agrees on the same things, and all those things seem kind of foreign and zombie-like.”
If you are a CMO at an inflection point — new role, new situation, new mandate — this is the conversation that will change how you think about where your dollars go.
Monday, Feb. 23, on Indie Agency News TV (Part 2 of a Double Feature — 10:00 AM Pacific).
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