LEADER: CIA win shows shake-up is happening

<p>Six Continents' appointment of a media agency to spearhead its </p><p>marketing communication programme - not simply its media brief - is one </p><p>of those developments that herald the kind of paradigm shifts that </p><p>agency people love to talk about. </p><p><BR><BR> </p><p>That Allied Domecq chose to take the same route, with the appointment of </p><p>a direct shop as its lead agency, just months before sends out a very </p><p>powerful message. Companies are shaking up the way they do business with </p><p>their agencies, even if agencies are reluctant to embrace change for </p><p>whatever reasons. For a media agency to have snagged this plum </p><p>assignment also shows that media is fast coming of age in Asia. </p><p><BR><BR> </p>