The Media Agencies Could Be The Next Target Of The Consultants [Forbes]
Forrester Research, Inc. (FORR)
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Source: Forbes
The Media Agencies Could Be The Next Target Of The Consultants The most damaging development on Madison Avenue in the last 50 years has been self inflicted, the"unbundling" of the media department from the creative department. The formation of standalone media agencies was sold by the holding companies as necessary to aggregate buying power, and to encourage efficiencies. At the outset, it was true. However, the real agenda was different. It allowed the ad conglomerates to create a path around client conflicts, and expand their revenue stream. This particular change thus destroyed the concept of the full-service agency model by separating media planning from strategy, account management and creative. Much of the declining fortunes of Madison Avenue can be traced to this particular decision. Getty The devastating deterioration in recent years of the media agencies is the result of 3 key developments: First, the ANA investigation into media practices exposed a media supply chain built u
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