In an Era of Mega Agencies, Ad Rates Are About to Soar http://bit.ly/15pRqtE
For most of its history, the assumption in the advertising industry has been that the larger an agency becomes, the more money it has to spend on media, the more leverage it has in negotiations with publishers and networks, the less it will have to pay those outlets for time and space.
This explains the widespread expectation that lower rates will result from Publicis-Omnicom’s giant presence in the advertising marketplace. In the short run that surely can happen, but don’t expect it to continue over the long term.
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