TITLE

Agencies' race to the bottom will only end in tears

AUTHOR(S)
Barrett, Steve
PUB. DATE
June 2009
SOURCE
Media Week;6/23/2009, Issue 1214, p20
SOURCE TYPE
Trade Publication
DOC. TYPE
Opinion
ABSTRACT
The author comments on the cut-throat nature of the competition among media buying agencies in Great Britain. He relates the decision of some media agencies to offer their services for small profit margins. The author commends the decision of MediaCom not to pitch for the global media planning and buying account of Nokia which has been trying to get the lowest price deal. He criticizes Carat for offering its services at the lowest cost in order to win the Nokia account.
ACCESSION #
43375961

 

Related Articles

  • Plugging Into 'New Media' Buying Opportunities. Urso, Nicole // Response;May2007, Vol. 15 Issue 8, p34 

    The article discusses the stage for media buying and planning in the direct response television (DRTV) industry to attract the interest of consumers in the U.S. It is accounted that corporate advertisers are penetrating the direct response market with big media budgets to scoop up many prime...

  • Neck and Neck In the Media Race. McClellan, Steve // MediaWeek;4/24/2006, Vol. 16 Issue 17, p21 

    This article reports on the 2005 performances of several media agencies in the U.S. Three shops--Mediaedge:cia, MediaVest and OMD--received overall A grades for their performances. Revenue--the key metric in the numbers grade--rose an average 11 percent among the group, a mark exceeded by nine...

  • GET WITH THE PROGRAMME. THOMAS, KATE // NZ Marketing Magazine;May/Jun2014, p68 

    The article focuses on how the media industry in New Zealand is reconciling the age of programmatic buying with a strategic, long-term view of effectiveness, through setting up of appropriate goals. Topics covered include the continued evolution of the definition of programmatic buying, its...

  • The M word: getting the measure of consumers.  // B&T Weekly;4/30/2004, Vol. 54 Issue 2469, p13 

    Suggests that media measurement is undergoing major changes in the Australian market in 2004. Increased involvement of advertisers in debates of measurement methods; Attempts to create a formal set of requirements for media proprietors; Usefulness of standard media measurement data; Description...

  • Simultaneous media use rife, new study finds. CUNEO, ALICE Z. // Advertising Age;10/7/2002, Vol. 73 Issue 40, p3 

    The article presents the results of a study which focuses on the simultaneous media use in the U.S. advertising industry. The annual budget allotted to advertising planning and media buying in the U.S. is estimated. A description of a media decision-making model used in the U.S. advertising...

  • Agencies focusing just on price are risking disaster. Barrett, Steve // Media Week;4/7/2009, Issue 1203, p20 

    The author argues that media agencies in Great Britain that focus just on price in reaction to pressures in their own markets are risking disaster. The tendency of such agencies to use the economic downturn as a negotiating tool is cited. It is suggested that if media buyers adopts the practice...

  • In-store ads show promise, but need innovation. Neff, Jack // Advertising Age;4/3/2006, Vol. 77 Issue 14, p4 

    The article presents the result of Advertising Age's online poll on in-store media in the U.S. The trouble with in-store media is, many of its backers had trouble agreeing which in-store media work. Many in-store advertising placements do not work, said Richard Sack of Ad Comm Outdoors....

  • Tips for navigating the upfront. Dewitt, Gene // Advertising Age;5/30/2005, Vol. 76 Issue 22, p26 

    Offers tips to media buying services in the U.S. on how to handle negotiations during the 2005 upfront season. Significance of timing; Pricing; Concept of calendar-year upfronts.

  • DIARY.  // New Media Age;3/9/2006, p39 

    The article presents a calendar of events related to mass media in Great Britain in March 2006. A Digital Music Forum sponsored by Jupiter Research's Plug will be held in London, England. IDM Guru Series: Sean Kelly will be conducted in Middlesex, England. The New Media Spotscasting Summit will...

Share

Read the Article

Courtesy of THE LIBRARY OF VIRGINIA

Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics