Insights

the new agency / media reality

MINSONLINE reported today that Meredith had just become the agency of record for Chrysler. While every media pundit and their grandmother has been predicting that media companies and agencies would start vying for the strategic lead with major clients; this is the best illustration that it has become a serious reality. The truth is that ‘agencies’ have lost their strategic footing. Media companies have great strategic knowledge of markets and customers segments, usually have great research and have huge databases of customers. Add creative and strategic services and you have a recipe for success. Because so many of our clients are media companies, DC started to build a partnership model 2 years ago that enables us to ‘private label’ our services to B2B media firms. It made no sense for us to invest money and resources trying to be experts in every market segment. I think many agencies are going to face the same decision we did, do you invest in the databases, content and research resources required to compete with segmented media firms or do you partner? I believe the most successful will merge or be acquired by a complimentary partner. Check out the article for yourself, I would love to hear your comments. Sal

http://www.minonline.com/news/Meredith-Takes-the-Keys-Marketing-Unit-Lands-Chrysler_12951.html