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Who is your primary source of strategic counsel?
Creative/Brand Agency: 91%
No Answer: 6%
Management Consultants: 2%
Media Agency: 1%
CREATIVE/BRAND
Consumer Durables: 100%
Telecom: 100%
Financial Services: 100%
Pharmaceutical: 100%
Food & Beverage: 94%
Computers: 92%
Automotive: 91%
Entertainment: 50%
The creation of what amounts to an entirely new media specialist industry has not come without conflict. Creative and media agencies continue to fight over who has responsibility for strategic media planning. While this fight has most prominently featured OMD, where BBDO, DDB and TBWA\Chiat\Day adamantly refuse to share strategic media planning with their unbundled sister, variations of the tug-of-war have taken place to some degree at almost every unbundled operation—and continues to be a competitive challenge for the independent shops like Carat as well.
Media agencies have also rushed almost in unision to expand beyond their core competencies into areas such as mix modeling and other forms of marketing intelligence.
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