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NEW YORK Media shops have been arguing the case for years. Now, a new study released today at the Association of National Advertisers’ annual conference in Phoenix concurs: Media is the new creative.
Almost 60 percent of participants believe that creative, strategic and media capabilities should be rebundled, although there is no consensus as to which agency “type” should take the lead role in setting brand strategy.
However, most of those surveyed said partnerships between media companies and media agencies would become more important than traditional full-service agency partnerships going forward.
The
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