Comments on: OMG Digital CEO Matt Spiegel On The Agency Model And Buying Platforms http://www.adexchanger.com/agencies/matt-spiegel-on-the-agency-model-and-buying-platforms/ Digital media optimization news and discussion website. Fri, 10 Feb 2012 23:33:42 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: Discerning Observer http://www.adexchanger.com/agencies/matt-spiegel-on-the-agency-model-and-buying-platforms/#comment-2684 Discerning Observer Fri, 23 Oct 2009 16:29:36 +0000 http://www.adexchanger.com/?p=9245#comment-2684 Interesting views. However, is there an inherent contradiction in these statements and the media agency value proposition? If the marketing intent is well defined, and that can easily come from a brand CMO's office and not the agency, in terms of ROI goals, reach, engagement, safety etc. and if there are automated platforms that can do the planning and constant tweaking of such plans to get to the key performance metrics, where is the art for a media agency? It appears that creativity is still required on the creative agency front and the associated true one-to-one marketing scenarios to be executed. The real issue is that media agencies are not technology folks, and if they don't own this new and emerging technology they will be relegated to tactical project managers and trafficking exercises. It is a real issue that they have to grapple with. Interesting views.

However, is there an inherent contradiction in these statements and the media agency value proposition?

If the marketing intent is well defined, and that can easily come from a brand CMO's office and not the agency, in terms of ROI goals, reach, engagement, safety etc. and if there are automated platforms that can do the planning and constant tweaking of such plans to get to the key performance metrics, where is the art for a media agency?

It appears that creativity is still required on the creative agency front and the associated true one-to-one marketing scenarios to be executed.

The real issue is that media agencies are not technology folks, and if they don't own this new and emerging technology they will be relegated to tactical project managers and trafficking exercises. It is a real issue that they have to grapple with.

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