Tom Denford and David Indo of ID Comms: the beginning of the end for media agencies?

On this week’s #MediaSnack, Tom and David review some fascinating data published by AdAge, Agency Report 2016, which brings the threat of “consultant” businesses to the traditional agency business into stark focus.

Based on annual revenues, Accenture Interactive is now the sixth largest global agency by revenue having achieved $2.9bn in revenue for 2015, edging Havas Group out of the top six. The majority of the top ten digital agencies by revenue are now owned by consulting firms like Deloitte and PwC rather than the likes of WPP and Publicis.

Next Tom and David look at SAP XM, a new media trading technology launched this week. It’s another fascinating disruptor to the traditional media agency model, giving marketers self-serve tools at scale to connect them with media inventory in a transparent market place.

Finally they look at an article written by Dominic Grounsell, Global Marketing Director of Travelex, entitled “Why the marketing industry is failing to attract the best and brightest talent” and ask whether the issue of talent should be keeping marketers awake at night.

With that in mind, ID Comms is launching a survey to address the issue of talent – a key driver of competitive advantage in media. The ID Comms Media Talent Survey is open until June 3.

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