As the media agencies have now completely disconnected from the ad agencies they (in this post this will not be we – but they – this is generally speaking) start to evolve their own competences in comms strategy and so forth, they face a giant challenge. Because this business is peoples business, and do media agencies have the right people? Is it a question of further education the media planners to be comms planners? Or is it neccesary to drag other people into the media world?
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