Media agencies in danger of becoming obstacles, not enablers.(Viewpoint)

Advertising Age, April, 2006 by Bloom, Jonah

Byline: Jonah Bloom

Exhibit a: An off-the-record drink with a TV sales chief. He tells me he's putting together multi-media packages for several major marketers. Those packages include spots, online video ads, magazine ads, a custom-publishing play, complex event sponsorships and wireless phone deals-including a revenue sharing arrangement on a TV show call-in. I ask him how he gets those kinds of deals on a marketer's media plan. His answer: You "have to go direct to the client,'' because a TV planner or buyer-the types with whom he typically dealt-just can't "get it done.''

Exhibit B: An off-the-record coffee with a magazine publisher. The conversation turns to the packages she's building for marketers looking to bombard/build a relationship...

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