Is the media industry all talk and no action?

In this guest post, agency relationship consultant Darren Woolley and media directory boss Denise Shrivell call for the industry to start taking action

No-one can deny that huge transformation taking place in the media industry. It affects all areas from the buyer to the seller and the intermediaries, the agencies. It poses significant problems and challenges in the way the category works and delivers value.

Yet each day when you speak with these stakeholders, everyone has great concerns regarding fundamental issues in the industry – and even greater concerns that any alignment on solutions can be found.

For a long time there has been talk and even some attempts to address the issues and challenges in marketing, media and advertising but there appears to be very little progress on practical solutions.