‘Clients expect what they always have’: Media buyers on supporting media owners and making bold decisions in 2021
What will clients expect next year? How are agencies booking media? And what will clever media buyers be focused on? Mumbrella’s Brittney Rigby asks Mark Duffy, Claire Fenner, Virginia Hyland, Megan Kay, Mark Lollback and Ben Shepherd for their thoughts ahead of the new year.
In order to negotiate the most treacherous year the majority of media buyers have ever experienced, agencies had to continually revisit media plans, help clients achieve stability and (possibly, depending on the industry) recovery, and juggle a very busy pitch calendar as multiple brands sought cheaper or better partners.
But what do those clients expect next year, as the industry progresses further into COVID recovery? Is ongoing uncertainty impacting the way agencies book media? And what will clever media buyers be thinking about?
Clockwise from top left: Shepherd, Lollback, Hyland, Kay, Fenner, and Duffy
