The more agencies change, the more they stay the same — with media as the backbone of their businesses.
Recent earnings reports from the five largest holding groups underscore this dependence. Even as their creative businesses face challenges, these businesses managed to grow. In fact, most, if not all of them achieved organic growth, with a collective total of 2% over the last quarter.
This growth rate may vary from one business to another, but a robust media buying business was a common factor among all of them.