MediaCom chief declares full service agencies dead

12May09

From Helen Schuller, Adnews

The advertising industry has become too complicated to ever go back to a full service agency model, said MediaCom chief Anne Parsons today (12 May).

“[A full service model] is simplistic and the simplicity is not relevant. It’s not organic,” Parsons told the Advertising, Marketing & Media Summit 2009.

She said today the industry is much more complex but also more reflective.

“In the last few years the big challenge how to manage large amounts of data,” she said.

Parsons said there was so much data that there is a risk that agencies will be overwhelmed and go with simplicity for the sake of ease. “We should let data be an enhancer.”

Parsons said the argument between creative agencies and media buying agencies about who controls a brand’s planning is not important, as long as someone is handling the function.

“As long as it is orchestrated. The orchestration comes from seeing the bigger picture and what is the right thing for the brand to do.”

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