ID Comms is hiring!We are expanding fast and are looking for brilliant people in all positions to grow our teams in London and New York. If you are interested to join our company please click and send us your details.http://idcomms.com/contacts/#join-us-...ID Comms Summer InternshipOur annual internship programme opens for registration in April, get in early if you are at college or recently left and want to gain rich experience in marketing consulting.http://idcomms.com/contacts/#join-us-...#MediaChange Webinar Weds 22nd March 17Register Herehttp://content.idcomms.com/webinar-id...In this episode of #MediaSnack Tom and David are looking into more #MediaChange taking place, specifically within the agency landscape. They discuss recent news about Havas merging media and creative companies into a single P&L, is this a move back to full-service management? Also, Accenture Interactive are providing services for advertisers to in-house programmatic media buying.You may recall, that in January, on the first #MediaSnack episode of 2017 David and Tom announced that CHANGE is their media word of the year. And they discussed how this change will affect the industry from change amongst advertisers, media agencies and greater accountability.Last week Havas Group announced that they are merging their media and creative services under single P&L. We have seen other holding groups gathering their divisions in single locations, but the Havas move goes further, fully aligning full marketing services, in theory making it easier for those clients wanted an integrated service.Tom and David suggest that this may be a response to advertisers fragmenting their media scopes of work. Advertisers are increasingly looking to identify best in class suppliers along the entire marketing communications chain. Allowing clients to access best talent and solutions without any commercial barriers gives Havas Group more flexibility in theory.We live now in a “Post-consolidation” worldIn the last couple of years, major advertisers have gone through some form of consolidation. The most recent example is PSA’s global media review that was announced this week looking to consolidate media spending into a single agency globally. Over the last few years ID Comms has helped many advertisers to manage agency pitches where clients were looking to gather their billings together and work with one or two media agency partners in a consolidated way. We are now seeing more advertisers looking beyond that, having driven cost-efficiency from consolidation the new question is “how to we improve effectiveness?” and that requires a different brief, a different agency scope and a different type of pitch.Moving media buying away from media buying agencies?Next, Tom and David discuss a comment from Accenture Interactive that they are now helping advertisers to move programmatic buying services away from agencies and to in-house teams. This is a big play and makes a lot of sense as a natural extension service based on Accenture’s expertise with IT systems, their high-level consulting relationships and increasing capabilities in marketing services.
