Fallon's Seward Champions Integrated Approach

摘要

Lisa Seward squirmed in her seat as she watched David Verklin, CEO of Carat, New York, one of the largest media agencies in the world, preach the benefits of "unbundling" media services. She seethed as Verklin strutted the stage during the ad industry's annual media conference last month, delivering his trademark catchphrase: "It's not media that's being unbundled. It's creative that's being unbundled." If Verklin stands for the separation, or unbundling, of various services that serve a single client, then Seward, VP/media director of Fallon North America, a smaller full-service ad agency headquartered in Minneapolis, believes just the opposite. A decade ago, most traditional ad agencies offered a "full-service" approach to advertising, providing consumer research (gathering of data), creative (the making of ads), media planning (choosing where to buy the ads) and media buying.