Tall trees and picnic tables

Stephen White and Charles Dawson

Mergers, acquisitions and consolidations have left just six main media buying points across the globe - and a multitude of tiny non-aligned, mainly local media shops.

Tall trees and picnic tables

Stephen White and Charles Dawson

The biosystem and ecology of the agency media landscape has changed. Deforestation has taken hold. Where once stood an imposing forest of possible agency and media agency alliances, advertisers now see only half a dozen tall trees left standing, with a scattering of picnic tables at their feet. Mergers, acquisitions and consolidations have left just six main media buying points in operation across the globe. In response, new non-aligned media shops, mostly local in scope, have laid out their offerings. The gap in scale and the difference in...

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