‘Clients sceptical of media agencies’

Client-side media and marketing professionals have a lower opinion of media and media agencies than they did two years ago, according to new research from ID Comms.

And those with the most exposure to media agencies – media professionals – are also likely to have the lowest opinion of agency expertise.

The ID Comms Global Media Thinking Report 2019 is based on responses from 177 marketing, media, and procurement professionals with a range of global, regional and local market responsibilities across a diverse spectrum of categories; together they represent a combined global media investment in excess of $20bn.

Media as a cost

The global management consultancy found that respondents are more likely to view media as a cost to the business and a complex headache, rather than an investment for growth; they are also more likely to view their agency as a commodity supplier instead of a strategic partner.

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