Platitude watch 2. Can media agencies lead strategy?

Oh good lord,

Aren’t we done with this debate? Yes we all know creative and media agencies have separated corporately, yes we all know that they have to work better together.

Quite clearly message creation and message distribution both require high level strategic and tactical input if they are to contribute to business need. Furthermore they need to be contemporary and relevant and reflect the connected and interactive reality of now.

Maybe the point is this. The above holds true for both communication strategy and brand strategy but sometimes the two are confused.The first is an agency function that requires distributed networks to deliver market relevant solutions. The latter is very different.

Brand strategy is a client job. They own the damn things not their agencies. Sure they need advisers but do they need agencies or a qualified SWAT team of people that cross disciplines, cultures, values and generations.

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