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First it was media that separated from creative, cherry-picking the lucrative media AOR. Agencies squawked and protested, invoked relationships and deep brand understanding. But the bottom line is brutal, and soon the anomaly became the norm.
Now, the choice cut is being further sliced. In the last few weeks Unilab has appointed Kinetic as its Out-of-Home AOR; Globe and Smart each have their Digital AORs (Netbooster and Tribal DDB respectively). All three arrangements are among the first of their kind, but are not expected to be the last. The specialists emphasize that they are here to complement traditional media, not compete with it. But the budgets are re-aligning, and that’s what counts.
Now it’s the media agencies’ turn to squirm.
