Media: 'Creative, Huh?'

This is an introductory piece to three features on media creativity. It reviews the separating of the media function from the traditional agency and comments on how media agencies are being redefined.

Media Creativity

Media: Creative, Huh?

The big revolution in the ad agency business in the past 20 years has been the progressive unbundling of the media function from the traditional agency in a growing number of major markets Japan is, as ever, an exception and even here things are beginning to move.

This development has good economic reasoning behind it, though sometimes this reasoning seems to be based more on optimism than realistic assessment. But now that most of the apparent economies have been gained, and the entire media environment has changed radically in the meantime, the modus...

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