2.1 - The Evolution of advertising Flashcards
Which agency group was the first to isolate its media arm, creating Zenith Media?
Saatchi
What sparked the wave of digital transformation and the emergence of specialized agencies?
The development of the World Wide Web
How did agencies respond to clients working with more agencies in terms of payment models?
By introducing fees, commissions, or a combination of both
What does the “Mad Men” era of advertising refer to?
The 1950s and 60s era of full-service agencies
Which entity has contributed to the recent changes in the agency landscape by acquiring creative agencies?
Large IT firms and consultancis
what has driven the agency landscape’s constant shifts and changes?
Changes in technology, the environment, and socio-economics
What was the primary medium for advertising during the early days of advertising agencies?
Newspapers
What were advertising agency business models initially like?
Selling media space
Advertising agencies of the 1950s-60s
Advertising agencies truly began to emerge in the post-war boom of the 1950s and 60s.
During this time, broadcast media - especially TV and radio - were growing fast. The UK’s culture and media consumption were united for the first time. There were only three TV channels and four (legal) radio stations. Regardless of your background, the odds were that you would watch the same TV programmes and listen to the same music.
Though the media contacts funded these full-service agencies, the media department only accounted for about…. % of the agency’s resources.
Though the media contacts funded these full-service agencies, the media department only accounted for about 10% of the agency’s resources. A greater focus was placed on creative, copywriting and account handling.
Why did media split from advertising agencies?
advertising agencies?
In the beginning, agencies made most of their money from commissions - usually a 15% discount for campaigns booked through an agency. This was given by media owners who preferred to deal with agencies: it meant fewer contacts and greater efficiencies for their sales team.
Though the media contacts funded these full-service agencies, the media department only accounted for about 10% of the agency’s resources. A greater focus was placed on creative, copywriting and account handling. As media investment grew, it wasn’t long before media men realised the commercial opportunity sat within their remit.
What happened in 1988?
Saatchi became the first creative agency group to isolate its media arm and, in doing so, created Zenith Media. Once media was split out, full-service agencies inevitably began to lose media accounts.
What was WPP’s first media agency called? When was it launched and how?
Mindshare, launched when JWT and Ogilvy & Mather merged media departments in 1997:
What was unique about Mindshare at the time?
It was a ‘broader company’ - a company that brought with it analytics, econometrics, content, communications planning, sponsorship, sports marketing, the whole spectrum of media planning services rather than just the buying. We called it ‘The House of Media’ (courtesy of Mandy Pooler).”
How would you describe the advertising agency landscape?
The agency landscape is organic; it constantly shifts and changes in line with technology, the environment and socio-economics.
