Media Ink
Consolidated planning? Watch this space
Joe Mandese
While the ad industry has been consumed by the consolidation of media buying assignments, a far less celebrated form of media consolidation has been taking place among major advertisers and agencies that could have an even more profound impact on the media marketplace.
The consolidation of media planning assignments may not be as visible as the consolidation of media buying accounts that transformed Madison Avenue over the past several years, but its implications are more far-reaching, especially for entrenched advertising options like TV.
Unlike buying consolidations, which were spawned mainly by...