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MediaPost: Data Will Transform The Agency Model

How can agencies make the complex media landscape easier for clients to wrap their minds around?

For one thing, said Lyle Schwartz, managing partner at WPP’s GroupM, “we have to stop all the device focus. It’s about consumers and interaction with content wherever it plays.”

Schwartz commented on an agency panel session at Tuesday’s comScore Industry Summit in New York.

Scott Hagedorn, CEO at Omnicom’s Annalect, said that media agencies need to evolve into a much more “consultative” role.

Rob Jayson, Chief Data Officer, ZenithOptimedia agreed. Tactical services focused on optimizing spot placement are important but the use of data for strategic decisions, he said, will “drive the changing model” that media agencies must adopt.  Agencies, he added, “need to lift the conversation to that strategic level.”

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