Issue 9 - Internationalist

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inter national ist inter national ist inter national ist inter national ist inter national ist inter national ist inter national R E - ist M A R R I A G E : creative inter inter + media national national together ist ist again ? © Digital Vision inter national ist inter national ist inter national ist inter national ist 16 www.inter-national-ist.com
B Y N A N C Y S . G I G E S The past decade’s breakup of media and creative has turned out to be an initial step in the restructuring of the marketing communications industry and not simply an end in itself. Unbundling responded to clients’ demands for more efficiency and a greater focus on media and resulted in more media choices, but it also raised the bar on media effectiveness.Today, the rallying cry is about strategy and a call for a more strategic approach to communications.That, in turn, has raised the question of whether re-marriage should be considered. While there is widespread agreement that media and creative need a much closer relationship than they have today, not many hear wedding bells ringing.“The separation albeit the right thing to do probably went too far but had to go that far for the media independents to gain the respect they need,” says Robin Kent, chairman & CEO of Universal McCann.The unbundling might have been done better if it had been done differently, he adds,“but the old model is dead and should be dead. I don’t see it coming back.” The real question is what will replace it because many clients aren’t satisfied with the current state of affairs. An increasing number of major advertisers think that the current agency structure does not fit their needs anymore, says the World Federation of Advertisers, which represents advertisers across five 17 C O V E R S T O R Y
Page 1 and 2: inter national ist RE-MARRIAGE: CRE
Page 3 and 4: E D I T O R I A L A D V I S O R Y B
Page 5 and 6: F R O N T L I N E S multi-platform
Page 7 and 8: F R O N T L I N E S new internation
Page 9 and 10: http://whatisthematrix.warnerbros.c
Page 11: E N T E R T A I N M E N T M A R K E
Page 15 and 16: C O V E R S T O R Y The campaigns,
Page 17 and 18: laurie tucker Assuring that FedEx
Page 19 and 20: Looking at Chinese women today, it
Page 21 and 22: M E D I A A U D I T S picking up st
Page 23 and 24: america’s image E S S A Y Why U.S
Page 25 and 26: Cup and the Olympics that allow mul
Page 27 and 28: A R O U N D T H E W O R L D pro bon
Page 29 and 30: D O I N G B U S I N E S S I N C U L
Page 31 and 32: P E O P L E A N D P L A C E S PARIS
Page 33 and 34: 2 P E O P L E A N D P L A C E S NEW
Page 35: f r o m h u b c u l t u r e . c o m

Issue 9 - Internationalist

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