Brian Morrissey from Adweek looks at the competition that is being created between agencies bidding for work that includes social media. Salient points:
- Search/interactive agencies now going head to head with PR firms.
- Clients say no one has the perfect ‘one stop shop’ offering.
- And budgets shifting from paid media to earned media:
The landscape will only get more confused as marketers shift budgets, agency executives say. Many of 360i’s clients are shifting money out of bought media and into earned media, said Wiener. That’s led the agency to build out from its core search-marketing specialty and into social media, which has gone from 5 percent of the shop’s business to 20 percent in a year.
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