The media agency heads discussed how - in ten years time - the majority of them would become full service marketing communications agencies, offering a range of services that encompassed "anything the marketer required". This reflects somewhat of a universal dilemma for the industry, where almost every specialist sector is trying to move into a full-service space.
So firstly, we have to ask, why?
Globally, the industry is in the very public throes of an acute personality crisis, founded in a struggle to accurately define the value that each player creates. The natural urge of each of these media agencies is to extend up and down the value chain, channelling David Copperfield in trying to blind the client with an array of glittering options rather than redefine how they answer a brief and solve the chief marketing officer's (CMO's) problems.
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