The cyclical nature of the ad business but also routine cost-cutting agendas and a rapidly changing marketplace have created the perfect storm for adland's media shops.
There is an unprecedented number of top-spending marketers prepping and conducting media reviews, with giants like Coca-Cola, Unilever and L'Oréal all rethinking how, and where, to spend their media dollars.
"As the media marketplace reshapes and reinvents itself, we frequently take the opportunity to formally review our media partners all around the world," a Coca-Cola spokeswoman told Ad Age.
Coke is not alone.
"In my conversations with a few of the clients, it seems that part of the motivation is the dramatic changes that have occurred over the past several years, which are now affecting not only media --agencies and owners -- but importantly their business," Carat Global President Doug Ray said. "Clients and agencies are now facing challenges they have never faced before: viewability, ad fraud, programmatic trading, transparency and social media. An agency now must be expert in technology, data and content planning."
"The influence and impact of e-commerce and m-commerce is driving a reset of marketing and sales priorities," added Havas Media U.S. CEO Lori Hiltz. "The collision of content and distribution is forcing mass advertisers to reconsider their go-to-market model."