We all have blindspots, whether we realise it or not.
We all have blindspots, whether we realise it or not.

Fiona Field, deputy MD at Mediaworks and board director of IAPI, finished her excellent essay in Marketing.ie by saying,

“…we need to wake up to our blindspot - we must check our biases and hire a more diversified workforce."

The “blindspot” being one’s non-conscious bias, something we aim to challenge in advertising and media.

"If we are not checking our biases, we will be powering ineffective advertising in possibly the wrong media, by not challenging and truly listening and responding to the real picture."

Adland has a duty to brands and to media owners to ensure bias is tackled
Adland has a duty to brands and to media owners to ensure bias is tackled

Fiona mentions Ebiquity’s recent study 'Re-evaluating Media’, where agencies and advertisers ranked social media to be one of the top effective media channels, when in fact, it was the traditional media that lead the charts from an evidence basis (TV, print, radio).

Our specially tailored event for media and creative agencies was aimed at digital natives who have grown up online and who have less experience of traditional media nor how powerful it still is.

There’s no doubt that the majority of consumers have embraced digital channels and that they are a vital part of the marketing mix.

However, results demonstrate that the balance has perhaps shifted too much in their favour and that a slight redress is required in order for brands to maintain their relationship with Gen X or anyone over 40 years of age.

Joining Fiona at our Blindspot event included speakers:

  • Dael Wood – Director of Insights and Strategy, Dentsu Aegis Network
  • Mark Fenton - CEO & Founder, MASF Consulting Ltd
  • Damien Heary - Global Strategy and Insights Director, William Grant & Sons / Founder Futavista
We asked a number of advertising and media agencies for their perspective...
We asked a number of advertising and media agencies for their perspective...