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Squeeze More Savings or Make More Money?

Squeeze More Savings or Make More Money?

Author

Steve Fajen photo

Steve Fajen

Publish date

April 03, 2018

Channel

Thought Leaders
3 12

When you Google “What clients want from their agency,” knowledge of their business and development of a successful strategy consistently appear in the top five criteria, regardless of source.  Media strategy out-polls media buying and even creativity.  This opinion has evolved over the past several decades.  In the 1970s it was continuance of creative dominance; in the 1980s the answer was a decade of mergers and media buying clout; in the 1990s it was emergence of optimizers and auditing buys; in the 2000s it was modeling and programmatic buying, and most recently in the 2010s it was and continues to be digital preeminence and big data.

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3 12
Steve Fajen photo

Steve Fajen

Steve Fajen is President of Steve Fajen Consulting.  SFC conducts media agency reviews, relationship repair and media resourcing.  The firm also advises agencies on business development matters and both clients and agencies on compensation. &nbs… read more

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