Death of the full-service agency?
It might turn on a little matter called 'media strategy'
Andrew Green
Despite grandiose one-stop shopping notions in the 80s, the 'full-service' advertising agencies had begun to take erosion in one of their core competences a good decade earlier. With their perceived greater clout and commitment to research, the media independents have gone on to capture ever more of the buying action and - in many countries - tactical media planning too. The next logical step may be media strategy. Certainly creative and media appointments should be separate decisions.
'We make it our...