Why the internet does not need Madison Avenue

Joe Mandese

Joe Mandese, in his regular column from the US, discusses the impact of new internet-based companies that allow advertisers to create ads, and plan and buy campaigns in local media.

Why the internet does not need Madison Avenue

Joe Mandese

If anyone doubts that the internet is back with a vengeance, they have not been listening to Sir Martin Sorrell. As head of WPP Group, the world's biggest buyer of media, he has made it abundantly clear that the internet is reshaping the habits of media consumers, and how marketers and agencies use media to reach them. OK, so readers of this magazine already know that. No surprise there. What is surprising is what Sir Martin has started saying about how the internet is starting to transform the business of...

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