The article suggests this to avoid risking a “race to the bottom”.
Speaking at the 4A’s 2019 Decisions 20/20 conference, Jodi Robinson, president/North America at Digitas noted that decoupling creative and media leads to a “damaging commoditisation” of agency work. The author also called uncoupling these disciplines a “race to the bottom” since this could make agencies appear as interchangeable vendors.
The article notes that development and availability of newer information-driven tools is only making it more possible for the functions to work together. Also, with brands demanding more and more cost efficiency and speed, the value created by agencies risks getting lost in the process.
Ensuring that media and creative work together to deliver value through resilient, impactful and relevant message can also go on to regaining client trust and understanding their motivations. This could help agencies understand why brands are in-housing certain capabilities and approaching consultancies for solutions.
[2 minute read]