Magazine article Marketing

Young Blood Challenges the Old Ways with Exciting Possibilities

Magazine article Marketing

Young Blood Challenges the Old Ways with Exciting Possibilities

Article excerpt

Financial analysts I meet always seem interested in the future of media buying houses. What happens, they ask, when they're all delivering maximum bangs for the buck? How do they then compete? Where's the added value? And because it's irresistible, I say: "I'm sure you remember 1864."

It was about then that the first media brokers, finding it harder and harder to compete solely on price and audience, started offering advertisers not just spaces in magazines and newspapers but -- as part of the deal -- the words and pictures to fill them. The full-service agency was born.

A hundred years later, at least one London ad agency had over 1000 staff. Departments included media, account management, account planning, creative, public relations, packaging, sales promotion, research, merchandising, home economics, film production, retail, conference and presentation.

Then the pendulum began to swing. Free-standing specialists replaced agency departments -- and now even media and creative are effectively de-coupled. The fragmentation of marketing disciplines is almost complete.

Meanwhile, clients increasingly want communications advisers who are media-neutral, and strategists who are at home with all forms of marketing communications. In other words, there's a classic mismatch between customer demand and market delivery.

At its Dublin meeting last year, the Media Circle addressed the fact that a person could now spend a lifetime in media and never talk advertising with a copywriter. This looks bad for everyone, including clients. …

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