Staff Reporters
May 24, 2016

Creative houses lose to media agencies

MEDIA DEBATE: Several major creative or digital accounts have been won by media agencies lately. Is this going to be a trend in 2016? Have creative agencies been lagging behind in investments?

L-R: Nair, David, Bleasdale

CONSULTANT
Leela Nair 

Managing director, Southeast Asia
Ebiquity

Increasingly, global advertisers require less local creative input as they centrally manage creative master assets. These assets often require additional localisation to ensure the message is locally relevant. The assets may also need to be produced in different formats that selected media owners require.

The creative agency plays less of a role for some global clients. With...

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