Get ready for media agencies to split again, warns PHD strategy guru Mark Holden
Rather than a return to the full service agency model, PHD’s global strategy director Mark Holden has suggested that media agencies may be split again – between those involved in trading and those on the innovation side.
The prediction came during a keynote at the Cannes Lions festival from Holden, previously a managing partner at PHD Australia.
Among a string of predictions, Holden pointed to “the separation of media agencies”.
Or else they become very marginalised from the process that creates great ideas.
Welcome to Doug Weaver’s Oreo Doctrine from 2007.
http://www.upstreamgroup.com/a.....ctrine.pdf
This isn’t a new prediction.
Cheers,
Eric