One media agency gets vocal against principal media — and hopes others will too

Jared Belsky’s never been known to be shy, quiet and retiring. The co-founder and CEO of agency group Acadia has always spoken up, either through the press or on LinkedIn, about the industry issues he’s passionate about.

Belsky’s latest passion point: fomenting awareness of – and resistance to – principal-based media on the part of agencies for their clients. And he’s going public with his efforts starting today, with the launch of a website, saynotoprincipalmediabuying.com, as well as an ad campaign that will run on LinkedIn as well as some advertising trade publications.

Belsky has already weighed in on the practice, which Digiday explored in the latest Media Buying Briefing, on LinkedIn, penning a lengthy piece outlining his reservations, directing it to Fortune 500 brands — although he admits that there’s little hope the agency holding companies have any intention of doing away with principal media. 

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