GroupM Chariman Says Media Agencies Aren't Really 'Agents' Anymore
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The relationship between media agencies and clients has gotten to the point that the term “agent” no longer fits, GroupM Chairman Irwin Gotlieb said at an Association of National Advertisers conference in Phoenix on Tuesday, but he’s not sure what term best applies.
Mr. Gotlieb said the uproar over alleged U.S. media rebates prompted by his former employee, former Mediacom CEO Jon Mandel, at another ANA forum last month, has become too inflammatory. And during his own talk at the ANA Advertising Financial Management Conference in Phoenix, Mr. Gotlieb said he’s been getting very few “pointed questions” from his own clients over the issue.
Both clients and agencies are under increasing pressure to deliver financial results, he said. “I think at times we’ve stepped on each other a little bit. We’ve extracted results for ourselves on the back of someone else’s activity, etc. And I think we do need to get better about that,” he said.
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