PR man and Ad Age columnist, Steve Rubel, envisions a world where agencies are disintermediated by media companies.
Today nearly every media company (91%) offers some kind of “agency-like” services. This includes former untouchables like idea generation (88%) and creative development (79%).
The image of media companies as lumbering dinosaurs lingering toward extinction in a world of infinite content is downright wrong. They are more in sync with consumers than any other contingency in the marketing ecosystem. Their entire DNA is digital.
…it’s clear that as they get smarter the risk to agencies has never been greater.
According to Ad Age, Booz Allen Hamilton asked marketers which organizations would become more important to them by 2010, media companies, media planners and communications planners topped the list, with 52% believing they would be more integral. Ad agencies of record? Only 27% thought they would be more integral.