Between the lines: Digital media makes sense

Agency Republic's decision to launch a standalone digital media operation rather than keeping its buying in-house (page 3) makes sense in a market that, despite all early indicators, has yet to really embrace full service.

The number of genuine full-service digital pitches remains minimal, despite the fact that, in theory at least, full-service agencies are best placed to ensure media and creative work together to exploit what is a changing medium.

Advertisers, however, are far more used to splitting their media and creative and, with a few exceptions - including O2, an Agency Republic client - tend to pitch creative and media accounts separately.

As a result, the full-service agencies, even those with strong media offerings, such as Profero, are frequently overlooked when big digital media-only pitches come up. By building a separate brand to handle media, Republic hopes it will be able to develop the scale to be considered for large-scale media pitches alongside the likes of i-level and the digital arms of the traditional media agencies.

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