Media vs. Agencies

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by: Ilya Vedrashko

Micropersuasion quotes Booz Allen Hamilton as saying agencies are in trouble because media are encroaching on the traditional agency turf:

* By 2010, 53% of media companies surveyed expect to do more business directly with marketers. The majority of marketers (52%) feel the same about publishers

* Only 27% of marketers expect to be doing more business with agencies two years from now

* Today nearly every media company (91%) offers some kind of “agency-like” services. This includes former untouchables like idea generation (88%) and creative development (79%).

The flip side, of course, is that agencies are increasingly tasked with content production for marketers who are bypassing the existing media channels to create their own media that are cheaper to make and distribute than ever.

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