If media owners bringing talent in-house is indeed a trend, it signifies many important changes for the media industry with numerous possible consequences. One of them is that clients could potentially shift from spending their money directly with media owners. It also blurs the line between the two groups, moving away from media owners offering a constructive service to agencies, to owners competing with agencies.
The danger for clients is that they may be deprived of a key service that only media agencies can offer – the ability to optimise budgets across media types and within media suppliers. But just how common is this practice?
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