Product details

In the past, creative works and account management had precedence over media buying, and media purchase was given less importance with the media being treated more or less like a commodity. However, after the 1980s, ''media independents'' started characterising a new trend in the advertising industry. Triggered by the growing media fragmentation, the advertisers became conscious about their media expenditure. Consequently specialists began to increasingly influence the decisions of marketers from design of media plan, media research and media expenditure to assessment of media results. This resulted in a deviation from the glorious model of the advertising industry, which gave prominence to creatives over the media department. At the same time, advertisers across the globe were embracing the services of media independents, saving a considerable amount from their advertising budgets. The case helps understand the possible repercussions the advent of media independents has on the traditional business model of the advertising industry and its compensation system. The case offers scope for discussing whether the role of creatives in the advertising industry has become obsolete and whether media buyers will rule the roost in the future.