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 of their more dubious business practices. Advertising agencies, whose principles of client service, objectivity and dealing transparency are deeply ingrained, will profit from this return of 'client power'.