Media is the new creative folks!

Advertising in the last decade has undergone major transformation in its structure. The big agencies have separated some of their media divisions into separate entities in an effort to cut costs for their clients and make more profit for their Umbrella Corporation. The media agencies make corporate tie-ups with various clients and sell bulk media space for cheap.

As a result of this transformation, no longer are clients willing to pay the 15% agency fee. They buy their own media, come to the agencies just for the creative and pay them by the hour. It is now a whole new ball game that has been majorly impacted by the media evolution. This trend all the more suggests the importance of a media planner. Ad agencies can no longer ignore these changes and will have to adapt to the new environment accordingly. I also believe that creativity is not limited to any positions and it exits in all aspects of lives. Media has always been creative, but previously never shared limelight.

This is a very exciting period in the advertising industry. With consumer touch contact points and ad blockers (Tivo, etc.) increasing, media planners now will have be more creative than ever. Everyday a new website springs up that even more precisely fits our description of the target audience. It has grown to a point where you can track the purchase behavior of an individual and send them customized messages. These facts clearly show why media is the new creative and suggests that this trend is here to stay.