OK, here comes that perennial question – does size matter? Your media analysis (MW July 26) seems to imply that all clients require global advertising and are driven by the size of the media buyer.
The large media buyers behave like sharks driven wild by killing, competing to obtain the largest share of the market in order to demonstrate their enormous buying power. We smaller, multi-disciplined agencies look on the forming of large global media buying organisations, and are glad not to be competing to work with the Coca-Colas, Colgates and McDonald’s of this world (I know I will eat my words one day!).
Does bigger mean better? Are the global agencies’ media buyers smarter, cuter or able to provide a more robust media plan just because they work for an enormous network?
The giants’ clients are truly global, and seem to rely on mass-media solutions. But what of clients who still need excellent planning and buying skills but wish to work within more defined markets and a focus on particular media?
Long may the drive for size continue. The fallout from these out-of-control dinosaurs provides for a thriving group of smaller, more sure-footed media agencies that buy effectively and deliver holistic media solutions. I look forward to seeing the likes of Marketing Week cover issues pertinent to the latter in future articles too.