When Agencies Become Media Sellers—Inside The Industry’s Controversial Growth Engine

May 7, 2024 – When it comes to the escalating prevalence of principal-based purchasing in advertising campaigns, Ashwini Karandikar, 4A’s executive VP of media, tech, and data, underscores its growing efficacy and integral role within advertising strategies, noting the evolving dynamics within contractual agreements negotiated with agencies. This practice, once confined mostly to digital media, has now expanded across various channels, with markups typically ranging between 10% to 25%. The article delves into strategic shifts among major agency holding companies like WPP, Publicis Groupe, and Omnicom Group, signaling a broader industry trend.

Read more at Adweek.