M&C Saatchi’s recent acquisition of Bohemia signals that the relationship between creative and media agencies needs to be stronger than ever, says MediaCom’s global executive creative director.
Speaking to B&T, Gemma Hunter said it is clear the advertising industry is heading back to a world where services are combined.
“The days of a group having all of its agencies as separate as possible is no longer really want clients want, and it is no longer what’s best for clients because the world is incredibly complex, the channels are incredibly complex,” she said.
“I think proximity breeds better outcomes.”
Hunter said the combination of services doesn’t necessarily need to involve an acquisition or two – as with the M&C Saatchi-Bohemia case.
“I think we all just need to be working smarter together,” she said.
“Good working relationships between creative and media agencies – genuine partnerships, whether you’re in the same group or just happen to be working on the same client – are really important.
“If you’re an independent creative agency, you probably want to be looking to find the best friend from a media point-of-view, because the days of ‘I only care about the idea’ are well and truly over.”