It’s been three weeks since the proposed Omnicom/Publicis merger collapsed, but the process has brought to the surface a widespread belief that agencies and technology companies are rivals by nature. This perception could not be further from the truth. In fact, agency and tech are innate allies.
The purpose of the Omnicom/Publicis alliance was supposed to be a way to help the already massive holding companies compete with equally massive technology rivals like Google, Facebook, Oracle and Salesforce—many of whom have been chipping away at dollars that traditionally would flow toward the agency world.
This mega-merger would have helped the bottom line through cost savings on the media side, which in turn could make the agencies more competitive. But would creating a company of such epic proportions come at the cost of agility, innovation and the quality of their services? [Read more…]
The programmatic opportunity—or threat, depending on your point of view—for media agencies is clear. Ad inventory is bought and sold more simply and effectively through digital interfaces. Audience targeting becomes incredibly sophisticated and precise. Media buying, if less about personal relationships, consumes less time and is more effective.
So thanks to programmatic buying and RTB, advertising messages get to the right person, at the right time, for the right price.
Sounds good right?
But wait, isn’t something missing?
Oh yeah. Despite being at the heart of advertising—despite being the whole reason for programmatic buying and targeting to be used in the first place—the ad creative has somehow become an afterthought in the equation. [Read more…]