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September 18, 2009

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Yusuf

Hey Paul,
What's the definition of a media agency? Are we talking full service planning and buying?

As much as media agencies have evolved in the last 20 years, scale is still the name of the game. Unless you're big and have clout you can't play. I'd struggle to use all my fingers counting the number of hotshop new launch media planning and BUYING agencies in the last 10 years. On the creative agency side (and I use the word creative with a certain amount of discomfort) the scale may well be of benefit in some cases but it certainly has no direct bearing on creative output.

And while media agencies continue to define themselves as planning and buying media there will always be economies of scale. Although diminishing returns set in a long time ago.

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