Is the agency media department all washed up?

Media Consultant Herbert Zeltner discusses the rise of independent media buying services and says what full-service agencies’ media departments must do to meet this competitive threat in this speech to the 4A’s (the American Association of Advertising Agencies) 1969 Annual Meeting.

Is the agency media department all washed up?

Herbert ZeltnerFounder, Herbert Zeltner, Inc.

A week ago, I mentioned to the media director of one of the ten largest agencies in our business that I was planning to discuss with you today whether the agency media department was all washed up. He ruefully suggested that I just say “yes” and sit down.

To me, that exchange epitomizes how tragically overblown and misunderstood the whole question of the agency's media role at this time has become. And aggravating the issue considerably is the tendency of some members of our trade press...

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