Many of the panels this week at dueling Advertising Week ’07 conferences OMMA and MIXX reflected a certain introspection and uncertainty about the state of creative agencies and media buying/planning, much centered on figuring out how to make the traditional work of a large ad agency fit an interactive world. Many of the same techniques being used today were employed 40 years ago when the universe was three broadcast networks, a handful of major magazines and newspapers, and radio. Now, finally used to the audience fragmentation brought on by cable TV, advertisers and agencies have to contend with social networks and user-generated content. And so, large companies do what they’ve always done when faced with new troubles: buy their way out of it.
Speaking at OMMA Tuesday, Tim Hanlon, EVP-ventures, for Publicis Groupe
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