Media Post – execution of creative are commodities

January 23, 2008

Now most of the time we have Media Post literally just touting their sponsors, but for once they are stating something that everyone in our industry has been aware of for years. The execution of creative are commodities.

This is where most agencies make their money, and the client knows this as well. We have already seen tons of accounts that the buying is from one agency, and the creative is from another.. Because instead of the 20% over spend, the client got a flat fee or hourly fee. To put it lightly in cases like these both agencies are not happy.

The buying of media and the execution of creative have become commodities, but now the clients are aware of it. This is traditionally where agencies make the majority of their money, but that cannot remain the same. No; I see the Agency of the Year in 2008 as being the group of people that finally takes advantage of the tools that are available in the marketplace for the execution of these commodities and focuses their attention against true business marketing services. I see the Agency of the Year as the people who can combine the efficiencies of the ad exchanges, search bid management, ad-serving and the digital dashboard with traditional buying services and research tools, as well as creative tactical execution, and layer these under the strata of strategic and business-building services typically offered by consultants.

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Written by TheFounder · Filed Under Advertising Agency News

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