Media agencies are independent of specific marketing disciplines and, as such, can become trusted advisers in the strategic development of a communications plans.
Yet, the centralised approach that pharma is taking to the procurement of other marketing disciplines, is not being applied to media planning and buying.
Given the industry-wide imperative to drive efficiency, improve productivity and deliver greater value, it is not time for media agencies to share centre stage?
View PME guide to international media procurement online
