2014: the year of media-creative integration?
If 2013 was the year of native advertising and big data, will 2014 be the year of media and creative agency integration? Traction CEOAdam Kleinberg believes that yes; agencies with integrated, holistic approaches to media and creative will come to dominate both industry discourse and new business wins in 2014.
In his most recent article for Ad Age, In Media and Creative, This Will Be the Year of Agency Integration, Adam lays out the reasons why conventional agency divisions are rapidly crumbling. Hinging on recent changes in technology, Adam contends that programatic purchasing has leveled the playing field between large and small agencies, turning the focus from the cost of an impression to the value of an impression.
If you are going to get value out of an impression, you need to make one. That means being unexpected, creative and media savvy. These things happen consistently when people making the choices sit together and brainstorm, or bump into each other at the water cooler. It happens when they are part of a team.
To read Adam's full opinion on media-creative integration see the full article at Ad Age - In Media and Creative, This Will Be the Year of Agency Integration