The age of full-service 2.0 is coming
Following this week’s news that Bega has consolidated its media and creative accounts, the momentum is building for full-service, and the marketing world will be better for it, says Spinach CEO Craig Flanders.
Earlier this week, it was revealed that Bega had consolidated its media and creative accounts.
Mumbrella reported: “The shift to an integrated media and creative account by Bega could herald a return to the industry model that existed before the 1980s where media buying was largely carried out by creative agencies who took a commission for placing advertising.”
Is a holding company the right place to be if that’s where the industry is going? Competing P&Ls everywhere!
Not all holding companies, Henry….
That’s changing. WPP and Dentsu are both making big strides towards single P&L structures. Agreed its a blocker to real collaboration, but its being recognised and its changing.
Don’t forget about me. Don’t forget about me.
What constitutes “creative” is changing… traditional media agencies are all building out very serious content and data-led creative solutions to accompany their strength in being the curators of data and ad technology experts, traditional creative agencies are under immense threat.
What nonsense. I’ve yet to see a media agency deliver really big ideas and storytelling that disrupts culture. Yes they can make nice bits of social content but there will always be a place for the expertise around work which disrupts culture and the creativity needed to do this.
All creative solutions are data led. They all involve learning, information and insight based on data. That’s not unique to a media agency. Would be interested to see what you mean by a data led creative solution. An example would help.
How right you are. I’ve worked in big, high-profile creative and media agencies in recent years and can state with the utmost conviction that media agencies are not doing this well. It’s a cultural thing. They they think are, but that’s because they don’t really know what it should look like. Creative agencies of a digital bent are, by far, the best placed to make this a reality. And they are (mostly) quietly doing it. This argument can get a bit silly, but there’s not many of us that have been truly on the inside on both sides.
That’s because media agencies think a 30 minute brainstorm with some nice croissants and a room of good looking suits can crack a big creative idea.
It just doesn’t work that way and they have no understanding, let alone respect for the creative process.
Or is it weird that a Spinach advertorial features a Thinkerbell ad? With no mention of Thinkerbell. Not that the Thinkerbellers need any extra PR. Especially from their competitors.
Hi, Craig was referencing the Bega media and creative consolidation, which now sits within the one agency: Thinkerbell.
Thanks,
Josie
… it’s an article all about one agency (selling itself) that uses the work of another who is not mentioned in the article or the lead-in or the caption. I reckon it’s weird.