Media Ink
Is Madison Avenue really rethinking the mix? Or, is it just mixed up?
The new arms race among the big US media shops is no longer billings clout, stateoftheart media management systems, or even proprietary research. It is thinking. Actually, it is a form of creative thinking the kind of thinking normally associated with their creative agency counterparts. And to come up with these new thoughts, media agencies have begun borrowing something else from the creatives: the discipline of account planning.
Of course, they don't call it account planning. They have come up with all...