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The Rise of Media Muscle. Again.
With clients responding to the recession by valuing savings over strategy, where does this commoditisation of media leave media agencies?
If you spend some time among the more morbid inhabitants of media agencies, then you'd come away with the assumption that the game is up. After years of talking big, evolving product offerings and expressing a desperate desire to 'move upstream', it seems that the dreams of the media agency chief executive have been shattered on a concrete bed of reality.
All that the typical advertiser wants, with the recession bearing down on them with more weight than Sir Martin Sorrell's bath, is their media agency to buy space as ...
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