LEADER: Slump will sharpen media groups' role

<p>Havas Advertising's decision pull out of the ownership tussle for </p><p>the Tempus Group, which owns CIA, says more about the deteriorating </p><p>economic climate than it does about the viability of global media agency </p><p>groups. </p><p><BR><BR> </p><p>In the end, Havas' decision to quit the race boiled down to a worsening </p><p>business environment. With further jolts to the system likely to come </p><p>when the US launches retaliatory strikes against Afghanistan for the </p><p>September 11 attacks, it simply didn't add up for the French group to </p><p>keep its offer on the table. Although Havas' departure has cleared the </p><p>way for WPP to pursue Tempus, it's too early to say whether Martin </p><p>Sorrell's appetite hasn't also been dampened by the prospect of a </p><p>recession and an open-ended conflict against terrorists. </p><p><BR><BR> </p><p>Despite Havas' pull-back, media remains one of the more buoyant sectors </p><p>of the industry these days. A quick look at industry newspapers and </p><p>magazines offers ample proof that it's all happening on the media front. </p><p>It's the new battle ground where marketing wars will increasingly be </p><p>contested. </p><p><BR><BR> </p><p>If anything, the looming recession is going to put the onus firmly on </p><p>media agencies to light the way in the dark days ahead. </p><p><BR><BR> </p><p>Indeed, media's role in the marketing equation continues to go from </p><p>strength to strength. Some of the biggest reviews in the region this </p><p>year - notably the Singapore Telecommunications pitch - have been for </p><p>media. Advertisers are looking for better ways to create impact in a </p><p>cluttered environment and creative media planning now offers them the </p><p>key to unlock consumers' mindsets. Media fragmentation plus the focus on </p><p>CRM and the internet have complicated the marketing landscape </p><p>significantly. In this cluttered environment - and with a recession </p><p>looming - astute, focused and insightful media planning - will make the </p><p>difference. </p><p><BR><BR> </p><p>In marketing, there's nothing more potent than a great idea. These days, </p><p>it applies as much to media planning as it does to creative execution. </p><p><BR><BR> </p>