Should the TV networks replace ad agencies? That's the question raised by "Media Rules" author Brian Reich (no relation) at a recent New York Media Information Exchange Group session and reported by Advertising Age yesterday.


Brian says the TV and cable networks know what their audience wants, while at the other end are the marketers who know their product best. Why, he asks, do we need to have ad agencies in the middle who (Brian's words) know only half as much about the audience and half as much about the product?
Shouldn't the networks work directly with the advertisers to craft the message, he postulates.
Brian is making some mighty big assumptions when he says the networks know what their audience wants. If they know their audience so well, why are they losing viewers by the millions?
And who will make the decision as to where ads should run to best reach the marketer's target audience? And when they should run, to ensure the message is actually being heard and, ideally, being acted upon? The strategy of messaging and media planning and scheduling is best left to the advertising and/or media agencies, working closely with the marketers. To bring in the media at that strategic point may not work in the best interest of the marketer, since there's a potential conflict of interest. The media, understandably looking at their own bottom line, will be tempted to try to convince the advertiser to "spend it all with us."
And as for the networks doing the creative, it's an interesting idea but how practical is it really? Imagine the confusion for the consumer as you see different ads for the same product on ABC, CBS, TNT or the new ION.
I do agree with Brian that the advertisers and media should have a more symbiotic relationship. In many cases, they already do when the media provide various forms of value added to enhance the reach and impact of an ad. In situations where the ad sales reps are acting as more than order-takers, creative placement often results.
But replace ad agencies with creatives at the networks? The idea will get people talking, for sure, but I don't see it as a practical model.
Am I missing something?