Lately, as I work on curating the first media Agency Power 50 list, I’ve been thinking about power … and how it means different things to different people. The Oxford Dictionary describes power:
The ability to control people or things: the power to do something – He has the power to make things very unpleasant for us.
• Religion is losing its power to shape our behaviour.
• Power over somebody/something – the aim is to give people more power over their own lives.
• The government wields enormous power over the economy.
• In your power – She had him completely in her power (was able to do what she liked with him).
In media/advertising power normally relates to scale/size/billings of clients and the influence to make things happen now or shape the future.
It could be based on profit/revenue, the number of people that work for the company, the number of offices or global network, etc. Although a small indie may have more actual power as it controls its own destiny and doesn’t have to answer to bosses in London/New York.
The right to make your own decisions can be very powerful plus it’s liberating for your people and clients.
As an industry, we also have the power to influence consumers and behaviour whether that’s around your regular grocery buying habits or behavioural changes in social and community attitudes. As an example, I value the great work The Monkeys have created for UN Women Australia –When Will She Be Right? Let’s eat lamb on Australia Day or fly Qantas as I still call Australia home.
Supposedly an old Chinese proverb: whoever has the gold, makes the rules and has the power – this is particularly relevant in the media investment/trading/buying world. Whoever holds the money and controls the client’s big bucks has the power. Sometimes when you have true power you don’t have to wield it to have influence. The mere knowledge of the power can make things happen without actually lifting a finger.
I also like to think advertising can be a thing for good, using its power to create social change, driving health and safety initiatives, mobilising people movements, and getting us to come together and make a difference in sustainability and climate change.
At Mediaweek, we are celebrating the Power 100 across the Australian media industry, including Star Power 25 showcasing the best talent in both TV and audio. Then my power list is Agency 50 highlighting the media agency leadership and investment directors. The strength, breadth, influence, and diversity of the three Power lists across our industry is certainly something to be celebrated, the powerful people included on these lists:
• Unite a nation
• Influence culture
• Set the news agenda
• Entertain us – touch our hearts, makes us laugh and cry
• Influences our attitudes
• Persuade our purchasing behaviours
However, this important quote from the legendary comic book creator Stan Lee is still as relevant today as ever … “With great POWER there must also come great responsibility.”
Will you be nominated for the POWER list? Top 100, 50, or 25 – how POWERFUL are you?
I look forward to celebrating your company’s success with you at the Power Lunch, Crown Sydney Friday, October 21. Secure your table now.