Media ink: Media: the new creative

In his regular column, Joe Mandese describes the new thinking that is leading to media independents and buying shops developing and controlling the creative content of advertising that they place.

Media Ink

Media: the new creative

Joe Mandese MediaPost

Given the way things have been progressing it was probably only a matter of time, but now some media shops have confirmed the inevitable: media is beginning to wrest control over the creative process. The occurrences are still small in number and, in many cases, they are being suppressed for obvious political reasons, but the fact is they are happening and they are likely to accelerate. It is a development that flips the original fullservice advertising model, which relegated media to a support function, behind consumer research and advertising...

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