Back to the Future (What a Difference)

Julian Saunders

This article argues that the influence of media agencies should increase and this requires an integration between media research and brand research.

Media Creativity

Back to the Future (With a Difference)

Julian Saunders

Most agencies, of whatever type, aspire to be more upstream, to be treated as their clients business partners and to earn the right to increase their revenues through consultancy.

The need for good advice has never been greater: clients face a potent mix of increased choice, change brought on by technology and the pressure to deliver with tight budgets.

WHICH CHOICE?

One solution is for agencies to offer a suite of specialist consultancies under one roof that cover the key technological and channel developments interactive, data, telemarketing, etc....

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