Trends in media buying and selling in Europe and the effect on the advertising agency business

Brian Jacobs

The growth in internationalism amongst media owners, many of whom have expanded geographically either as a result of ethical concerns at home or to take advantage of the dynamism of European advertising markets, is leading to a fundamental reappraisal of the role of the media specialist within the advertising agency.

Trends in media buying and selling in Europe and the effect on the advertising agency business

Brian Jacobs

The growth in internationalism among media owners, many of whom have expanded geographically either as a result of ethical concerns at home or to take advantage of the dynamism of European advertising markets, is leading to a fundamental reappraisal of the role of the media specialist within the advertising agency. Media-buying companies, many of whom have grown partly as a result of a lack of interest and investment in media within agencies, will suffer as increasing numbers of media-sophisticated clients question some...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands