Taking media strategy in-house key for future of ad agencies says 180 Amsterdam creative head

Creative agencies having media strategy in-house is key says Al Moseley, president and chief creative officer of 180 Amsterdam.

Speaking to Mumbrella at Spikes Asia in Singapore where he was presenting on why creative people should lead companies, Moseley said the future full-service model is unclear, however in-house media strategy will be an important element for how it will look.

“When we talk about full service we talk about going back to a model that’s already existed  and I wonder if there’s a different type of model,” he said. “We work with media strategy in-house and we find that is essential for us with certain clients and for other clients we work with the media company very closely.