MEDIA: Media services go it alone’

Last week, Lowe Howard-Spink announced it would no longer operate as a full-service agency and was launching a media dependent called Western International Media Europe to work alongside sister agency Initiative Media and US network Western Media. Key accounts in the UK will include Vauxhall, Tesco and IDV and will total around pounds 250m.

Last week, Lowe Howard-Spink announced it would no longer operate as a

full-service agency and was launching a media dependent called Western

International Media Europe to work alongside sister agency Initiative

Media and US network Western Media. Key accounts in the UK will include

Vauxhall, Tesco and IDV and will total around pounds 250m.



As another full-service agency puts its media into a separate company

and the trend towards ‘media specialisation’ continues, will existing

full-service agencies continue with their one-stop shop, or is it the

end of the road for them?



Mike Smallwood, European media director for The Lowe Group, who becomes

chief executive of Western International Media Europe, says the company

will help Lowe realise its aspirations in Europe and worldwide.



He explains that it has also been created in response to client demands.

‘We are finding that clients are regarding media buying/planning and

creative accounts as separate. When you talk to third-party advertisers

they prefer separation. They believe that they get absolute dedication

to that element of their business.’



Marc Mendoza, media director of full-service agency WCRS, is adamant

that full-service is still relevant, as long as the clients continue to

be offered the best value. ‘Clients can get better value from media

strategy developed alongside creative strategy, as opposed to companies

which aren’t pulling in the same direction on behalf of their client.’



Bill Kinlay, director of Ogilvy & Mather’s media arm, which launched

itself as The Network last year, says a separate media operation allows

more opportunities to pitch: ‘The most important part is the ability to

pitch totally independently of the main agency. We have had pitches

where it has been media only and some of the clients have clashed with

O&M, but we can pitch because we have a separate identity.’



Clients are resigned to media services being spun off, as long as their

business interests are protected. John Deed, Vauxhall’s car advertising

manager, says: ‘We were very happy with the full-service arrangement. In

the wider world it doesn’t necessarily appeal to everybody. It’s in our

interest to have very strong media at Lowe. What we will be getting from

Western International will be very similar.’



Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message