Hasta La Creative!

“Reviewmaggedon.”

The recent spate of media agency reviews has sparked a dramatic new term to describe it — and no shortage of speculation from industry experts on what’s driving the searches.

On the list of theories are transparency woes, marketer cost-cutting, viewability concerns, and the move to programmatic buying. Sir Martin Sorrell is the one who got it right. While in Cannes last month, the leader of the world’s largest ad holding company, WPP, offered his opinion that above all, marketers are confused. While I haven’t agreed with him on much in the past, his observation in this case feels spot-on. The media landscape is so dizzyingly fragmented that any marketer would feel less certain about their go-forward strategy.

Continue reading at AdAge.com