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Let’s talk about something you’ve probably heard before: The best creative in the world will have little impact if it’s not in the appropriate media channel. And the best media channel is likely a waste of ad dollars if the creative stinks.
Things are changing in the agency landscape, with creative shops enhancing their media side offerings, and media agencies partnering up with creative and other agencies. It’s what Digiday called “lo-fi rebundling” 15 months ago.
There’s a lot driving this wave, including the use of attention metrics and the growth of retail media networks, inspiring agencies to give more emphasis to media. But sometimes it’s just kismet and connection that brings about the expansion.
Consider this: last summer, media shop Crossmedia and creative agency Joan launched the full service offering JoanXmedia. It’s formally housed in Joan, and they’ve already seen success with new clients and existing relationships.
“I always yearned for correcting what Lisa [Clunie, Joan’s CEO] and I like to call the original sin of advertising, which is when media left the building and creative and media separated,” said Kam Asghar, Crossmedia’s CEO and co-founder.
Added Clunie: “We’re building a singular process. So that when a client comes in through the JoanXmedia door, they’re met with a single strategic operating program, instead of here’s the media operating program, here’s the creative operating program.”
The trend in expanding the media business is perhaps one of necessity too, as agencies find it becoming harder to make money off creative or production. “Clients who are leaning on creative-only agencies are asking them, ‘Do you do media?’ Most will say, ‘No,‘” Douglas said.
These conversations keep independents like Left Off Madison driven to attempt linking up with their strategic and creative counterparts. “We could be the white-label solution for [Malka],” Douglas added.