‘Brands risk neglecting the big idea amid media fragmentation’

Client-side in the 1970s, we were called product managers, not brand managers, and the agencies understood the brand better than we did. Over 40 years, the agency service has fragmented. The biggest shift in that was the splitting off of media into media agencies. That was driven very substantially by clients wanting to pay less – a progressive trend over time.
An underlying trend is that clients have been unwilling to pay for any talent other than creative executional talent within creat