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They were taking a battering from the large multinationals who could employ the best talent and resources for their media departments, and who convinced clients that their buying clout meant better rates with the media.
Did they buy better? No, said Merchant, and the media were glad of the change. "They had no love for the big agencies," he said, "they were sick and tired of being beaten around the head. Whenever agencies made claims they could buy better, that put the pressure back on the media. Another agency would complain to the media, 'That agency's saying they're buying the best but you told us the same thing, so what's going on?'"
His pioneering efforts helped smaller agencies but ultimately led to media independents becoming a fact of life for agencies of all sizes, and direct clients.
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