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