Agencies' race to the bottom will only end in tears

Barrett, Steve
June 2009
Media Week;6/23/2009, Issue 1214, p20
Trade Publication
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.


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