Agility and flexibility will be key for independent agencies to take on the holding companies as the upfront marketplace plays out over the next several weeks and months — especially as client expectations change as a result of a far more complex market.
When it comes to securing their portion of the $20 billion or so of advertising spend from marketers, per eMarketer estimates, independents have to employ creative strategies to ensure they can still get clients access to optimal inventory. That’s no easy task when holding companies come armed with hundreds of millions in spending power on behalf of those marketers.
At Media Culture, for instance, responding quickly to market changes and customer expectations “[gives] clients a degree of responsiveness that bigger holding corporations may struggle to match,” said Christena Garduno, Media Culture’s CEO.
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