Digiday hosted a focus group of eight senior media agency executives who oversee media investment at holding company-owned and independent media agencies to gather first-person accounts of client spending. Agencies and networks that participated in the focus group were:
UM
Assembly Global
Horizon Media
Magna Global
Mediahub
Novus
PMG
Publicis Media
Assembly Global
Horizon Media
Magna Global
Mediahub
Novus
PMG
Publicis Media
…
“A lot of companies, particularly in the social and OLV [online video] space, are offering highly flexible partnership models that enable clients to unlock value in exchange for spend endeavors, not firm commitments. However, it often requires a high volume of spend or significant year-over-year growth to unlock meaningful value, which may not be palatable for some clients, firm commitment or not.” — Marcy Greenberger, evp and managing partner at UM
