Epic Wave of Media Reviews Comes at a Crucial Time for Media Buying

Negotiating upfronts while pitching clients' business

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The seemingly endless fire hose of media reviews—20 in the past six months, representing some $17.3 billion in annual media spending—could not have come at a worse time.

Just as agencies like MediaVest and UM are negotiating upfront media buys for the likes of Coca-Cola and L'Oréal, respectively, those companies are reviewing their U.S. media accounts. So, while buyers focus on getting the best deals for their clients, they are in the midst of an existential crisis, contemplating whether they will still be negotiating on their clients' behalf six months from now.

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