Bob Wootton: How brands lost confidence in media buying

In the halcyon days, business was both simpler and moved much less quickly. The concept of an agent or agency was clearly understood. It was, as per the dictionary definition, “a person or business authorised to act on another’s behalf”.
To this were added the explicit understandings, perpetrated and perpetuated by all parties, that an agency did not work for conflicting companies and always acted in the client’s best interests. Business then sped up and advertising fragm