Media agencies are younger than the creative agencies. Therefore, these are nimble and agile. They are providing value for money to their clients, the advertisers. They also are quick to detect new opportunities. They recruit the appropriate manpower to exploit these opportunities, and evolve organisational structure to accommodate the manpower. Thus the organisation structure of a media agency is complex. Today’s media agency tend to have in their structure generalists knowing marketing, advertising and media. There are specialists across disciplines such as strategic planning, buying, analytics, digital branding, sports, retail, content and so on. It goes without saying that media agencies will take some time before they provide seamless integrated service to advertisers.

Clients have become demanding and want more out of the media agencies. Media agencies cannot afford to hire high quality talents at the entry level.

Media agencies will have to develop expertise in areas such as e-commerce, technology and the use of automation while handling clients at scale. Clients are tired of dealing with a variety of agencies. It augurs well for the future of large, integrated media agency. There are many successful creative agencies around the world, but there are not many large media agencies.

Digital media has overtaken TV in 2022. The market share of the other media is declining. At the same time, in absolute rupee terms, in India, the market share of the other media is growing. Each of them have a unique role to play in a brand’s life at different points of time.