Keep the lines busy
The inability of ad agency holding companies to evolve has put the media buying industry in a tenuous position, reports Adweek.
Not only have they failed to adapt their own processes, but they also sat on the sidelines as companies like aQuantive and others were sold to Google, Microsoft, AOL or Yahoo.
As more advertisers eye digital executions it will be incumbent on the agencies to take charge of their structure. But unwillingness to do that is leading to an outflanking by direct-buying platforms offered by big portals.
Some, like AOL, still need agencies to conduct planning and buying for clients. But as the emphasis shifts to the digital world, agencies will continue to slip, an executive there says.
