Are silos a thing of the past?

In an increasingly fragmented media landscape, can agencies give clients what they want? According to Rino Scanzoni, chief investment officer at WPP’s Group M, “there are still siloed vendors and agencies but those are breaking down quickly because clients want integration.”

Speaking at Ad Age’s Media Evolved Conference, Matt Seiler, global CEO at Interpublic Group, said if agencies continue to think of media owners as vendors, rather than partners, they will “continue to be in a buyer/seller antiquated world.”

Mobile is the stand-out medium when it comes to integration. Scanzoni said with content being distributed through various media channels, content and engagement should now be the focus, not the device or platform.  Looking ahead, the panel said content will win over devices and as such, the media landscape will become increasingly dominated by strong media brands that work across different platforms.

For full coverage of the Media Evolved Conference, click here.