It seems size matters after all

I read with interest your piece on “putting creativity in touch with the media” (MW April 12).

The cause of this problem seems to be the size of media companies and structures that go with managing scale, rather than the ability of media personnel to work hand in hand with creative agencies and to ensure they are kept up to date.

In my 20 years in the business, we in the media have never been so creative and in tune with the total communications process. Every media company now has skilled personnel who understand and can add to the creative process. It is just that, I fear, the more experienced personnel in the larger media companies, who should be dealing with these issues on a daily basis, lack the time to do so as they are preoccupied with management issues.

Paul Prince

Managing director

Frontline Media


Latest from Marketing Week


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


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.


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.


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 3703 or email

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