Backroom operations are battling it out. The stakes are high.
Agencies seeking out software systems for the management of an enterprise wide management suite are pitting Donovan Data Systems (DDS) to defend against Mediabank as smaller contenders including Strata and Harris sit it out in the bleachers. All the while, entrepreneurial entries in the form of MediaX begin nipping at all their heels.
Starcom’s move from Donovan to Mediabank likely cost them a small fortune and a major migraine, sparking rumors of a return to Donovan, while driving part of its account to nimble entrepreneurs ala MediaX.
IPG’s Mediabrands is on the fence and about to fall one way or the other as Mediabank pushes for a move to unseat Donovan. Mediabank toppled Donovan when it won the DraftFCB account, jamming its foot in the Mediabrands door.
But eating Donovan’s lunch will not be an easy feat as it represents the majority share of agency business, driving close to $200 million in revenue.
Donovan’s Achilles Heel: It’s the system of choice that everyone loves to hate and a dinosaur that cannot easily innovate.
Mediabank’s underbelly exposes hubris that allows them to believe they have sufficient resources to manage a large win.
Among the underdogs, Harris seems not to have been invited to the party while Strata was simply glossed over.
And …. An honorary mention to the new entries that seem to “get it” and are willing to match their resources to agency visions.
An upset may be close at hand, before year’s end.