On his recent visit to India, Stephen Li, CEO, APAC, MEC shared his views on the futuristic media agency, given the dynamic scenario as well as the trend of clients going for integrated end-to-end solutions for their marketing, advertising and promotional needs.
Li believes the media agency of the future would be a ‘complicated animal’, and one which would transform itself into a communications agency.
“We are already within the stages of re-establishing the new full service agency, because clients are looking for solutions that are integrated. Clients are looking for that one agency or that one key partner that can help them drive solutions for all their needs across the communications continuum,” said Li.
In the old state of a full service agency, the media discipline was very much a support function of the creative departments. Li thinks that this is going to change, with individuals from the media discipline taking on leadership roles in the new full service environments. The initial stage of this is already upon us, believes Li, with more clients wanting to discuss consumer insights and touch-points before thinking about the creatives for their campaigns.
To know more on what Li has to say, watch the video
With inputs from Saloni Dutta