HOW IS THE MEDIA AGENCY MODEL CHANGING, AND WHY?
Firstly, the core role of media agencies has not changed. We exist to provide our clients with valuable advice and services that contribute to customer and revenue growth. What has changed is the nature of the advice and services we provide and how we are remunerated for those activities.
Increasingly, we see a greater demand for integrated teams that have technical, analytical and project management skills. We are also seeing a shift from indirect remuneration models to direct remuneration models. All in all, the inherent complexity of the current media landscape means that clients are more demanding of their media agency partners, but in return
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