Do brands need a chief media officer to readjust the equilibrium of the client/agency relationship?
Rarely in this industry do we witness unanimous opinion across the top holding company groups on any one particular issue. Yet the reaction of the world’s largest advertising powerhouses to a report published on media practices was possibly one of the closest things to inter-agency harmony ever seen.
Provoking a strong reaction among agencies – who subsequently described its contents ‘inflammatory’ and ‘sensational’ – a report published by the Association of National Advertisers (ANA) in the States claimed to have unearthed evidence of ‘non-transparent business practices’ pervading media buying, threatening to disturb the balance of the client/agency Read full story ›
Source: The Drum
