With $25 Billion Up for Grabs, Media Agencies Need to Change
Posted in: UncategorizedThe last six months have seen at least 20 large companies calling media reviews, with a total of $25 billion in media dollars on the line. We’re even seeing creative agencies swoop in, yet few can agree on what’s driving the surge.
It’s a Rorschach test of sorts — what we believe is driving the change depends on how we see the industry. Some assume it’s just the ever-present act of cost-cutting, while others think it reflects transparency issues. As a person tasked with driving change and innovation at a forward-thinking media agency, I see it clearly as a sign that our clients are facing the most profound, rapid changes they’ve ever known, but face a sea of agencies ignoring their needs and holding onto the past.
We’re a few weeks away from Cannes, our industry’s annual celebration of the niche, unambitious application of creativity: the endless use of drones, the hopeful user-generated content, the hopeless iBeacons, the 3D printed trinkets and conceptual vending machines. It’s our chance to reward test-and-learns while our clients face real threats. Never before has the disconnect between their needs and our solutions been greater.
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