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Planning Collaboration Versus Buying Confrontation

Planning Collaboration Versus Buying Confrontation

Author

Brian Jacobs photo

Brian Jacobs

Publish date

February 20, 2018

Channel

The Cog Blog
23

A couple of weeks ago the Cog Blog commented on the growing importance of planning to the network agencies as they strive to replace the grey revenues lost to the era of transparency.  I made the point then that those from a planning (as opposed to a trading) background were increasingly in the ascendancy at the major networks.  This week the point was rammed home by an interview Tom George (now the head of GroupM in the U.K.) gave to Campaign in which he spoke of the need for a greater openness in agencies’ dialigue with clients, and admitted that “Perhaps there’s room for improvement in our communications and business models.”

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23
Brian Jacobs photo

Brian Jacobs

Brian Jacobs spent more than 35 years in advertising, media, and research agencies, including spells at Leo Burnett (UK, EMEA, International media director), Carat International (managing director), Universal McCann (EMEA director) and Millward Brown (execut… read more

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