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Media Buying Articles

Media Buying Articles

We’ve seen a lot of change in the media business over the last 10 years. One of the biggest evolutions was the formation of the media buying agency.
These agencies were formed to aggregate buying power, derive value from planning and buying, create efficiency by reducing costs and expedite the overall process.

This change put the creative agency on their heels and destroyed the full-service agency model by separating strategy, account management, media planning and creative.

Suddenly multiple agencies were involved in the process, all with varying visions for how to execute the client plan and causing confusion among the sellers who called on the agency(s). It was no longer clear who was driving strategy.

We are now in the midst of another evolution in media planning and buying. The introduction of the agency trading desks has brought more complication and fragmentation into the service model. This new type of media agency is overtaking the traditional media agency and requires employees to have new skills focused on data analysis, technology and optimization.
I would argue that the media agency adds undue overhead and doesn’t service the client’s best interests. My prediction is that the creative agency will regain control of media strategy, forming a new breed of full-service agencies that complement the new audience buying firms. This is a bold prediction, but with the commoditization of digital media and the need for better online video, the creative agency is poised to take on management of the client relationship and dramatically improve the consumers’ experience with advertising creative.

The benefits are obvious:

Online creative will dramatically improve, thus driving customer satisfaction and increasing overall performance of campaigns

Clients will once again be working with agency partners who are thinking holistically about their brand and executing on a strategy across all media channels to maximize consumer touch points with optimal reach, frequency and exposure

Sellers will have a single agent to work with on deep, integrated, exciting programs that should better support the brand’s image, strategy and objectives

What do you think? Does the creative agency have what it takes to regain the client relationship, put digital at the center to drive all media touch points, both online and off, and exponentially improve the quality of ad creative online?


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