Getting the right mix
Bala: Procurement teams will continue to drive prices down, and this will impact both agencies and vendors.
AS the media climate gets tougher, media agencies are strategising at how best to tap on the various media platforms going into 2019 amid margin pressure.
They agree both the digital and traditional media platforms have their strengths and each complements the other.
Sharing their views with StarBizWeek on their media buying strategies for next year, agencies say forging close relationships with media owners, using innovative planning tools and ensuring clients better returns on investments (ROI) are among the initiatives that will ensure effective media buys.
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