Media agencies have indeed expanded their role beyond buying and planning media to partnering with the brands as consultants. To begin with, media planning was fairly simple. Then there was electronic media growth with cable TV and broadcast TV. Later, we have digital media. All this made the role of media agency more significant.

Media agencies play a strategic role today. They offer expertise for traditional and new-age media. Professional consultancies here compete with media agencies. However, media agencies have vast knowledge of brands, and that keeps them in the forefront.

A new terms has been coined – integrated media.