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...