confirmed the widespread use of illegal rebates and other dubious financial practices among agencies. Yet most respondents to the ID Comms survey still see paid advertising as a"complex headache" rather than a key investment.'An apocalyptical onslaught to their models and profit margins': Why media agencies are on their death bed
Media companies don't trust agencies, agencies don't trust marketers, and marketers don't trust themselves Publishing executives were even less forgiving, scoring agencies 2.45 and 2.12, respectively, on their ability to share data-based insights and integrate owned, earned, and paid media. The survey wasn't just an exercise in finger-pointing. Clients also rated their own media management abilities poorly, with an average score of 2.56. And all numbers in the ID Comms Global Media Thinking Report 2019 are down from the firm's previous report of two years ago.These results reflect a tension in the advertising model as big brands try to do more with less by treating marketing like any other commodity and judge it by its ability to meet budget goals.