Death of the full-service agency?

Despite grandiose one-stop shopping notions in the 1980s (Saatchi, WPP), the `full-service' advertising agencies had begun to erode in one of their core competencies, media buying, at least a decade earlier.

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.

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