"The not-knowing was comfortable. The lunches were good. The arrangement was stable."
This is the huge, unspoken part, everyone was in on it. Like all games there is only one winner, and when the client can take their game and go home... you lose. The media agencies were, as (oddly enough) WPP's Lauren Lavin suggested "grading their own homework". But now gobbling up ad space to resell, when the supply is not finite AND the Meta's and Google's will eagerly accept the client's dollars directly, it's foolhardy to think the game is back in the agency court.
Speaking of WPP, the lottery ticket analogy was <chef's kiss>
Matt - I appreciate the insights as always. I find learning this information fascinating. I read the ANA report that agencies found dismissive. It's fairly direct and to the point. I found this surprising that there was minimal reaction to this. But I'm a bit naive at times.
"The not-knowing was comfortable. The lunches were good. The arrangement was stable."
This is the huge, unspoken part, everyone was in on it. Like all games there is only one winner, and when the client can take their game and go home... you lose. The media agencies were, as (oddly enough) WPP's Lauren Lavin suggested "grading their own homework". But now gobbling up ad space to resell, when the supply is not finite AND the Meta's and Google's will eagerly accept the client's dollars directly, it's foolhardy to think the game is back in the agency court.
Speaking of WPP, the lottery ticket analogy was <chef's kiss>
Matt - I appreciate the insights as always. I find learning this information fascinating. I read the ANA report that agencies found dismissive. It's fairly direct and to the point. I found this surprising that there was minimal reaction to this. But I'm a bit naive at times.