Media Buying Briefing: A tale of two reports (on media agencies)

The media agency world, or at least its biggest players, received a vote of relative confidence from a major analyst group last week, when Forrester issued the latest iteration of its Forrester Wave report analyzing the biggest networks and shops. 

Not 24 hours later, another report from MediaSense in partnership with the World Federation of Advertisers delivered a cold reminder that media agencies need to figure out new forms of remuneration if they want to see their businesses grow — but even that report delivered an inkling of upside, citing marketers’ willingness and expectation to pay more for media agency services in the future. 

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