We've arrived at the last Cog Blog post of 2017. It's been a bit of a year, hasn't it? For a long time, the holding company media agencies held primacy -- they were the largest, with the greatest resources and the internal certainty that they were infallible. Pitches seemed to be a constant game of pass-the-parcel. Many consultants (and bloggers) with big agency experience thought this couldn't last. Surely buyers couldn't continue to ignore plans in order to meet the deals they had struck with their mates -- deals designed to benefit the agency's revenue over the marketing needs of their customers? Sooner or later someone was bound to notice.