The idea that we are standing at the precipice of a new age in the communications industry, wherein the more ‘creative’ media agencies are separating from the ‘old-school buying’ media agencies and securing creative mandate from advertising agencies occurred to me in the most poignant way over a year ago.
Imagine, the first local-market meeting with a new client after a new global media contract has been secured. The pitch was led and won on the other side of the world and this local client had very little input into the pitch process. Now, the local client is following their directions to onboard us, the new local media partners. It has been rumored that our new local client was perfectly happy with her smaller-scale buying-centric media agency. Read More