Jodi Robinson, president/North America of Digitas, believes that the reconsolidation of different advertising disciplines is long overdue – and that marketers who continue to uncouple services risk a “race to the bottom.”

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Kevin Plank, CEO, Under Armour

“Anytime we decouple ... our media and the creative message that lives within those platforms,” Robinson told delegates at the 4A’s (American Association of Advertising Agencies) 2019 Decisions 20/20 conference, “the more we’re commoditizing those channels and that media.”

Too often, she insisted, brands are overly focused on speed and cost efficiency. “That’s what clients keep asking their media agencies, instead of elevating the conversation.”

In doing so, she continued, the “value that we create” is lost.