A new view of the future media landscape
C John Brady
Forecasting is always difficult in periods of disruption – and the communication environment is in just such a situation. C John Brady looks at three possible business models for the industry – powerful commodity volume media buyer; supercharged media planner; and the emergence of a comprehensive pure creative agency
THE MEDIAlandscape – by which I mean the corporate topography of the industry (advertising agencies, media agencies, full marketing services firms, old media and new) – is adapting in response to the change all around us. But...