For media agencies, the big challenges in 2006

For media agencies, the big challenges in 2006 will include showing clients how to capture consumers’ attention while advances in technology lead to changing media-consumption habits and increasing client ROI demands. But those two trends will often be at odds with each other, said Charles Courtier, executive chairman, WPP’s Mediaedge:cia. “On the one hand we have this pressure to deliver better value overall, and on the other side there is strategic change going on in the marketplace, which requires getting into new areas at the taking of some risk.