Full Service Agencies: Coherence and fragmentation

Paul Feldwick

The media independents made full service agencies sharper and more competitive, but now it seems neither necessary nor desirable to separate media and creative activities.

Coherence and fragmentation

Paul Feldwick

The media independents made full service agencies sharper and more competitive, but separating creative and media activities now seems neither necessary nor desirable. Advertising is a single process - both its aspects depend on understanding the same consumer. And the media functions (planning, buying) no longer look so separable. The more complex and fragmented the media get, the greater the case for its integration in the strategic planning process. The independents could of course plan as well as buy - but what's the point?

Media independents have served a useful purpose in stimulating agency...

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