Media Ink
Media shops become marketers
Two important developments over the past month promise to transform the way media agencies operate in the US and possibly in other markets around the globe. The first was the creation of a chief marketing officer role within some big media shops, which have begun to recognise that, like their clients, they too have brands that need to be cultivated and managed in an increasingly competitive marketplace. The second, and perhaps more significant one, was the launch of a communications planning account review by Procter...