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

London

Comments

    Leave a comment

    Close

    Discover even more as a subscriber

    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    If you're an existing paid print subscriber find out how to get access here.

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now

    Got a question?

    Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

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

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now