Media agencies are also ‘walled gardens’ says former Motorola regional CMO
Media agencies are “walled gardens” in how they buy media for their clients, a former regional CMO has said as debate continues around the transparency of trading practices.
Speaking with Mumbrella Asia in the wake of the Dentsu over-billing scandal in Japan, Ian Chapman-Banks, a former regional Motorola, Apple and Dell marketer, used a term usually reserved for the likes of Google and Facebook in his description of the agency sector, saying that squeezed margins have led to non-transparent practices in media buying.
Ian Chapman-Banks: ‘Margins are hard to come by, hence programmatic black boxes”
“The agency business right now is a walled garden, because the way that people are using data is not uniform,” he said.
