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...
