How do clients benefit from big media shops?

At first I was upset with Jack Feuer’s article concerning the position of a midsize agency like mine in the land of the mega services [“Might Makes Right,” June 2]. But as the week has gone on, I have come to realize that while I don’t agree with most of Feuer’s points, some of them are valid and accurate.

Is it easier for clients to choose a mega service? Absolutely! Clout, resources, name recognition, a large communications network all provide a strong rationale on the surface. But while choosing one of these larger operations is an easier internal “sell,” how are the clients ultimately benefiting?

I think a better article would illustrate how the “clout” that these larger services “tout” actually drove prices to record levels in this year’s upfront. Did their clients really benefit? And with all their blackbox solutions (resources), the best they could do is plan more dollars into national TV?

Just a thought from a struggling midsize media guy who bills over $600 million.

Peter Knobloch
RJ Palmer Media Services
New York

For the Record: A Creative Brief miscredited the art director and copywriter on Fallon’s upcoming Buddy Lee campaign. They are Dave Damman and Greg Hahn, respectively [June 9]. A Cable Report story should have read that the Los Angeles Lakers were in the NBA Western Conference semifinals, not the finals, and that TNT aired 44 games of the NBA playoffs, including the six-game Western Conference finals [“Atlanta Falcon,” June 9].

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