John Billett raises an interesting point about media neutrality (MW July 20). However, as the largest media agency that isn’t part of a creative network, Carat actually has no vested interest in supporting the “old” model of advertising. Aegis’ leadership within the new world of communications should not be forgotten either (in the UK alone this includes Carat’s digital offering and the ownership of Diffiniti, De-construct and Glue London).
Given all this, surely suggesting that clients might regret a wholesale shift of expenditure into digital channels seems very “media-neutral” indeed (if we may resurrect the media buzzword of 2003). Is it really all that bad to recommend that advertisers consider a balance of communication channels by understanding how they all work together?
Head of planning and integration