Have a look at this http://adage.com/agencynews/article?article_id=143491 and if your still interested this http://econsultancy.com/blog/5809-media-company-as-agency-a-trend-long-overdue?utm_medium=twitter&utm_source=twitterfeed. Now I know I’ve blown the usual protocol of keeping readers on your page out of the water. But it was important to get a bit of background on this post first. So i’m thinking why the hell would any one go to a media owner to come up with creative campaign?
Well, the first advantage I can think is that the media owners ‘agency’ gets the audiences mindset totally. The knowledge on tap inside the building through the content makers, the marketing guys and communications teams puts the media owners at a distinct advantage over external agencies (include the more niche agencies). The the record I’m assuming that it would be a luxury brand using the Conde Nast agency and not KFC.
I’ve worked in agencies and the best the best ideas didn’t necessarily come from the AM/Ad’s who knew the clients universe inside out but also from people who have not worked in that vertical before bring fresh ideas and practices with them and cross pollinating (oops) these ideas across the business. Now I’m on the other side, I look for client diversity in an agency rather than expertise within one market. As a challenger brand/New entrant what other choice do I have?
I’ll be watching this development closely, I’m not sure it will be the best thing for creativity, but with the budgets behind them the ‘Inhouse’ agencies will no doubt be given a good crack to prove themselves.