First, they discuss the recent news that Havas has merged its media and creative companies into a single P&L and ask if is this a move back to full-service management.
Other holding groups have gathered their divisions in single locations but the Havas move goes further, fully aligning full marketing services, in theory making it easier for those clients wanted an integrated service.
Tom and David suggest that this may be a response to advertisers fragmenting their media scopes of work. Advertisers are increasingly looking to identify best-in-class suppliers along the entire marketing communications chain. In theory allowing clients to access best talent and solutions without any commercial barriers gives Havas Group more flexibility.
Next, they discuss the “post-consolidation” world of agency pitches. In the last couple of years, major advertisers have gone through some form of consolidation. The most recent example is PSA’s global media review that was announced this week looking to consolidate media spending into a single agency globally.
Over the last few years ID Comms has helped many advertisers to manage agency pitches where clients were looking to gather their billings together and work with one or two media agency partners. We are now seeing more advertisers looking beyond that, having driven cost-efficiency from consolidation the new question is “how to we improve effectiveness?”. That requires a different brief, a different agency scope and a different type of pitch.
Finally, they look at how consultancies are looking to move media buying away from media buying agencies, based on recent comments from Accenture Interactive that they are now helping advertisers to move programmatic buying services away from agencies and to in-house teams.
This, they argue, makes a lot of sense as a natural extension service based on Accenture’s expertise with IT systems, their high-level consulting relationships and increasing capabilities in marketing services.
ID Comms is hosting a webinar on #MediaChange on March 22. To take part please register here.
The company is also hiring at all levels in London and New York from summer intern upwards. Anyone interested should contact ID Comms here.