Integrated vs unbundled? What about aligned?

Joe Mandese, in his regular report from the USA, describes the thinking behind FCB Media – an operation aligned with the main agency but able to use the resources and skills of the ‘unbundled’ Interpublic media outfits such as Initiative Media and Magna.

Integrated Vs Unbundled? What About Aligned?

Joe Mandese

I ended last month's column with the prediction that the media director would come 'back in to vogue' during 2005. What I should have said is media departments, and the media directors...