New Media Strategies At first this control of the process was limited. Banner sizes and different technologies varied so much that creatives wouldn't even agree to start work until everyone knew which sites were on the buy. But this order of battle caused media departments to develop high-level marketing strategies to figure out their buys in the first place. Smart people who somehow found themselves working for an ad agency began to yearn to move over to the media side, particularly the interactive media side. This became a problem for agencies in the late '90s because the "brain drain" was extreme. Interactive media groups grew so quickly that they had to steal staff from other departments, other agencies, and even other industries. A lot of new sales reps for sites were wooed back into the agencies at this time, and they even got pay raises in the process. Media's New Primacy
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