Mindshare Restructures
In case you missed it, Mindshare, one of the largest media buying companies, restructured recently.
This is interesting for two reasons.
First is that, as SAI puts it, “straight-up media-buying, once a high-margin business, is being increasingly commoditized, meaning buying firms have to branch out to expand.” With media-buying agencies looking to branch out into new areas, multicultural will continue to be a focus of general market media agencies.
The second is that Mindshare got rid of its digital unit, integrating it into the rest of the company. This further emphasizes the fact that digital media is no longer new and marginal to ad agencies and media companies, but has become part of the core.