Pitch reports: media partnerships under scrutiny

Billions of dollars in media accounts will change hands during the next few months. Why?

Two years ago, many of the biggest advertisers in the world put their global media accounts in review. They included brands like Coke and 21st Century Fox. In six months, business worth $17.3 billion went up for reviews. In hindsight, it was a landmark event and a harbinger of things to come.

This autumn, another wave is expected to hit incumbent agencies on an account. Apart from AB InBev and Amazon, other heavyweights are readying for new reviews as they look more closely at their existing media partnerships.

The movement has already begun. In March, JPMorgan Chase announced that it had greatly reduced the number of sites on which it buys ads, with little discernible effect on its business. P&G also cut millions in spending on digital placements and agency fees.

The situation calls for action and media agencies are being forced to approach their pitch processes more strategically. The alternative is to get left behind.

Source : http://www.adweek.com/agencies/remember-mediapalooza-this-fall-will-bring-another-wave-of-media-reviews-with-no-end-in-sight/