Media Agencies Shall Inherit the Earth

Nice little post from an account planner about his fears that media agencies will take over the 'primary client relationship.'

To a large extent, this has already happened on some of the digital accounts. Once results and sales are the most important metric for the advertising, the people who have the ability to measure these results and sales (and predict these results and sales) have control of the account.

Branding campaigns are different, but as we evolve ways to measure this more effectively, media agencies will have the chance to take control.

If a fight starts, it'll be interesting to see who wins.