Again and again I get calls from advertisers asking the same question "Do we still need a media agency for our media issues?" Not too often, but more often. And they all have the same questions marks in their minds.
My answer is simple and straightforward: That question is legitimate, but wrong. It's not about whether you need a media agency, but what supply you need. And that means: Which parts of a media agency do you need? The thoughts of the companies are quite understandable. In the meantime, they have collected a great deal of knowledge themselves, they have created a certain infrastructure and can make and negotiate media decisions on their own.
Due to the loss of contact intensity with the publishers, which has been gradually developing since 2008 and has increasingly led to changes in the media management of the media as a result of the changed legal relationships, the malaise of the media and marketing managers in the advertising companies increases. And since the graph of the gross-net ratios of the media investments shows more and more clearly that the gross values, i.e. the official rate cards, only represent purely fictional values*, the Procurement frowns thoughtfully. "What contribution does the media agency make for my company? After all, I pay you a lot of money." There is no universal answer covering all individual issues. Because the communication goals and especially the internal resources are different for every company. But it is clear: There are certainly functions that can be better or simply cheaper inhouse today, and let the classic outsourcing of all media tasks appear as a relic of better times. How many functions that are, and what added value it has, depends on the individual media plan. We recommend a "Power Check" to a company that seriously considers changes in media organization and processes. We also like to do that for you. On this basis you then calculate the costs and above all the opportunity costs.
However, the question will arise with more and more companies. The fundamental questions arising directly or indirectly from the increasing digitization and evolution of a company in digital transformation are triggering more and more questions about the meaning of the organization and structure of media management. However, the importance of communication in companies is increasing. The setup of the channels becomes more extensive. However, management only becomes partially more complex, sometimes simpler and thus easier to substitute. If you also think about this question and seek orientation, then let's just meet and set up a first workshop. That's the first basis for the Power Check. And then we keep looking, and you decide when, how and what should be evaluated in detail. In the end there will be a clear picture and a clear number: What does it cost? What's the advantage? This will enable you to make a professional and qualified decision that will make you happy in the future. And give your personal answer to the general question.
* see also Opinion EMR Institute of European Media Law, Oct. 2016, p. 25: "Gross prices are less realistic than fictitious prices, based on and in relation to expected net prices. Net prices therefore depend on gross prices and can be set higher if higher expenses are expected."