Hasta La Creative!

In September, creative powerhouse Wieden & Kennedy won the TurboTax media-buying account, two months after pulling in that brand’s creative business. This led Ad Age’s Rupal Parekh to write, “This move could be a sign that scale is growing less important compared with integration.” Could it? Absolutely. In 2014, we will see a big shift toward the integration of media and creative.

After considering it for years, my agency, Traction, launched a media department last year. The final straw for us was when we made it to the finals in a pitch for Ross Stores. We partnered with a media agency and were told we had lost the business because the client was uncomfortable dealing with two agencies instead of one.

Conventional thinking has had the agency world divided into silos. The economies of scale that large buying agencies could provide meant advertisers could get cheaper rates by buying with the big guys. But technology is changing the playing field.

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