Get ready for media agencies to split again, warns PHD strategy guru Mark Holden

Tim Burrowes

June 21, 2011 6:42

Rather than a return to the full service agency model, PHD’s global strategy director Mark Holden has suggested that media agencies may be split again – between those involved in trading and those on the innovation side.

The prediction came during a keynote at the Cannes Lions festival from Holden, previously a managing partner at PHD Australia.

Among a string of predictions, Holden pointed to “the separation of media agencies”.

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Tim Burrowes

Tim Burrowes is the publisher of Mumbrella and Unmade. He co-founded Mumbrella in 2008 and sister title Unmade in 2021. He's worked in the UK, Middle East, Asia & Australia and has specialised in writing about the communications world for the last 25 years. He wrote the book Media Unmade, published in 2021, and became the presenter of MediaLand on ABC Radio National in 2025.

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2 COMMENTS

Mat R 22 Jun 11

Or else they become very marginalised from the process that creates great ideas.

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Eric 22 Jun 11

Welcome to Doug Weaver’s Oreo Doctrine from 2007.

http://www.upstreamgroup.com/a.....ctrine.pdf

This isn’t a new prediction.

Cheers,

Eric

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Get ready for media agencies to split again, warns PHD strategy guru Mark Holden

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