Media company as agency: a trend long overdue?

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

4/26/10, Econsultancy

Competition is always tough amongst ad agencies. And soon it may get even tougher. That’s because media companies are moving in on agency territory.

In an article discussing Conde Nast’s new creative services offering, AdAge’s Brian Steinberg points out that “no one can really say they corner the market on how to make things work in paid search, social media, or mobile marketing.” So some media companies are likely to follow Conde Nast’s lead in taking advantage of their unique positions to expand their relationships with marketers, and, they hope, their bottom lines.

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