Pass the Account: Media Buying Shifts Due to Digital Trends

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Media buying and planning has gotten a lot more complicated these days. With the explosion of social, digital and mobile media, and all the myriad ways to chase an audience, it can be tough to find the right partner.

Just this past summer, the National Basketball Association shifted media planning and buying duties to Starcom Mediavest Group.

Media had been handled by Media Storm, which is part of the Water Cooler Group network that is co-led by former Mindshare exec Antony Young. The agency shift happened as the NBA planned to spend more aggressively under new Chief Marketing Officer Pam El. The NBA spent $135.8 million on measured media last year, up from $93.6 million in 2013, according to Kantar Media.

The NBA is just one of a slew of marketers who sought out new partners to help with media buying duties. Other marketers with media agency reviews this year include Coty, Sears, Visa and SC Johnson. And two of the three biggest advertisers in the world—Unilever and L'Oréal—conducted media reviews either globally (in the case of Unilever) or in the U.S. (for L'Oréal) this year.

If you are looking for help with your media buying, Look Book can help you find the right partner.

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