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....