Skew toward TV ads is client led

Your piece “Uncovering media bias within agencies” (MW January 18) is, of course, biased. The headline and first two paragraphs imply that a media agency’s spend by medium is somehow a matter of agency preference and that this undermines the claim to media neutrality. I think you will find this is nonsense. The skew towards television – and indeed other mainstream national media – amongst all the top ten agencies is a reflection of our clients’ requirements and nothing else.

My interpretation of the Evening Standard’s analysis is how similar in spend profile the big agencies are, not how different. The only glaring aberration in the table is “direct” advertising , which unsurprisingly given its client composition, is skewed towards the press and radio.

Simon Marquis

Managing director

Zenith Media

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