Tribune Contributor Darren Woolley Offers a Candid Analysis of the Media Buying Process

“It seems that most marketers are not aware of the fact that they are sharing their media bed not just with the media agency but also the media owners.” - Darren Woolley When Pivotal Research Grou...

by James Thompson

“It seems that most marketers are not aware of the fact that they are sharing their media bed not just with the media agency but also the media owners.” - Darren Woolley

When Pivotal Research Group recently downgraded many of the advertising Holding Company shares from hold to sell, the market was shocked. Especially as this was driven by the huge revelation that media agencies within these holding companies were receiving undisclosed payments from media owners. [more]