Advertisers will decide on size

In her article “Is future little or large for media?” (MW May 8), Liz Stuart says: “Media agencies and their clients are unclear over whether large or small agencies are the way forward.

In her article “Is future little or large for media?” (MW May 8), Liz

Stuart says: “Media agencies and their clients are unclear over whether large or small agencies are the way forward.”

Over the past few years, the drive towards volume in the media world has been pretty single-minded. And, at first glance, this seems to make sense for advertisers.

After all, the greater the volume – and therefore clout – their media agency has, the lower the rates they will pay in the market. What’s more, so the argument goes, it is only the volume buying agencies that can attract the talent and afford the research and the like.

But in recent months, there have been signs that clients are beginning to challenge the volume buyers’ proposition.

First of all, Bob Wootton, director of Media Services at the In corporated Society of British Advertisers, said: “Bigger buying points claim to have more clout, but it is questionable whether they are buying better or just making better promises.”

Recently, BSkyB took its 20m account away from Zenith and gave it to Universal McCann, and Britvic handed its entire 15m media planning and strategy account to Michaelides & Bednash.

And now Andy Tilley and Derek Morris have decided to forsake the security of their volume-buying agency homes, to set up on their own, with Derek Morris acknowledging: “The way the market is going is towards massive buying, and it’s harder for the big shops to get out of that process and have top-level thinking.”

Will they succeed? Of course they will, because they are highly talented individuals, and what they are offering is of interest and value to clients.

The key question, in the little versus large debate is, quite simply, what is in the best interests of advertisers?

In the end, it is advertisers which will decide whether the volume buyers are delivering what they are promising, and it is advertisers which will decide whether the future is little or large for media.

Mike Sell

Managing director

Total Media

London W8

Remember to bookmark our Website address: http://www.marketing-week.co.uk/mw0001

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here