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John Billett Issues a Stern Warning to Global Marketers about Media Agency Management

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He States: "The Agencies have become the Media Owners"

In his autumn address to the Worshipful Company of Marketors in London, John Billett talks about how media agencies came about, how they grew so quickly, and where they find themselves today, considering the dramatic impact for marketers and how they may have lost control of their media.

Here is the opening of his address:

I have never shied away from the opportunity to challenge existing operations, especially when current practice has failed to keep pace with opportunities to get better financial returns from an investment. My media evaluation and performance measurement business was never designed to make enemies, but if along the way we helped advertisers, but upset some agency suppliers, that was an acceptable price to pay.

(Please download the full PDF of this article at the link to the right.)

Source

"John Billett Issues a Stern Warning to Global Marketers about Media Agency Management." The Internationalist. Number 75, 2015.

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