Magazine article Marketing


Magazine article Marketing


Article excerpt

Many media agencies are still caught up on the above-and below the-line debate and many new graduates are still attracted to the perceived glossy life of an above-the-line agency.

The reality is that clients increasingly want total communications strategies which demands that their agency can deliver a totally integrated approach to planning.

This requires a greater set of skills and experience than currently found among some existing agencies. For clients to have their expectations properly met, a greater emphasis must be placed on training and retaining the right staff.

But good strategic media planners have become a rare breed, a situation escalated when you increase the brief to include a total understanding of integrated communications.

However, with the growing importance of e-commerce, the role of the integrated planner has become more central to market leading strategies.

For an agency to recruit staff with the right skill stakes commitment. …

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