TITLE

Low margins? Agencies `have created a monster.'

AUTHOR(S)
Mandese, Joe
PUB. DATE
February 1999
SOURCE
Advertising Age;2/22/1999, Vol. 70 Issue 8, special section ps12
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article focuses on advertising agencies that joined the ranks of independent media-buying services, spinning their media departments off into separate profit centers to compete for media-only business. According to Jean Pool, executive vice president-director of North America media services at J. Walter Thompson USA, once agencies began competing for media-only assignments, it began forcing margins down for servicing media. Pool and other agency media chiefs say that such competitiveness has led to a commoditization of the perception of media service and has forced many agencies to reduce the commission or fees they charge advertisers to win or keep business.
ACCESSION #
1588577

 

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