For Media Agencies

Media agencies grew up in the mass communications era: a time in which anonymous receivers of text, sound, or image (newspaper, radio, or TV) could impossibly pay for content, as nobody knew exactly who used what content. Even so, there was a need for content, which is why innovative companies of that time went looking for solutions. At the same time, the possibilities for mass production grew, and companies were looking for new ways to reach more customers. The link was made quickly. Broadcasters came into being, who programmed all relevant content, and in between offered time for companies to advertise their products. Advertising became big. Brands became big. And with the media landscape becoming more complex, media agencies grew big too!

With the commercial entry of the Internet, more than 10 years ago now, the foundation was laid for a change in the media landscape which hasn’t really been felt until now. Until recently, ‘new media’ could develop separate from the ‘traditional media’. Over the coming years however, the media landscape will change dramatically.

In my vision, the original functions of media agencies (the purchase and planning functions) will disappear. Without a doubt, you can feel the pressure on these functions already every day. However, that doesn’t mean you should worry about your existence. Even stronger: you hold the winning cards. You do have to make the right decisions now though. Because of those decisions, your work in ten years will be completely different from your work now, which definitely is no bad news. The evolution of the branch, including your company, has started already - and you can make it a great evolution, with more success for your company, and more personal gain.

If you have a vision of the developments of media and brands in the future, it is easier to make the right decisions today. It then is easier to choose your strategy. I can assist you in this, by giving a tailored presentation at an inspiring location, by facilitating a workshop, or putting together a training (in cooperation with partners) for you and your colleagues.

To discuss your options, please call me at +31 621 567 657 (GMT +1), or e-mail me through the form on this website.

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