The Media Playbook. Michael Drexler

have had to build huge staffs, the automated process keeps that to a minimum. But analyzing the data and performing the necessary analytics to gain insights and to understand the results of transactions still requires smart, experienced, strategic professionals. One of the biggest limitations for in-house, however, is the investment that agencies make in research and material resources—an expensive proposition for advertisers.

      Most creative staffers much prefer working at an agency where they can work on several accounts, move up the ladder and get paid more. They also can get more recognition. But with the evolution of the Internet, the digital experience of media and creative is almost inextricable. Content in that context can come from anywhere. And we see some top-level creative people moving over to the client side, working with the CMO to help direct marketing strategy. Although not many. Yet.

      Perhaps one of the most compelling and difficult situations in today’s environment is that cost savings are almost paramount for advertisers: How do they get the best work at the lowest cost? And agencies are getting really squeezed for profits. That pressure is the killer in the client/agency relationship and it doesn’t help the media

      companies either. So other compensation methods are also being pursued, some of which lack complete transparency (which henceforth raises another issue). Watch.

       MD 2014