When creative agency Mullen Lowe Lintas Group announced the launch of Lintas Mediahub, it aimed to offer a counterpoint to "the current crop of monolithic, volume hungry, singularly data obsessed media agency models".
Agency executives said in a statement that “the separation of creative and media in the past two decades has gradually sucked ideas out of the media business. Media innovations have been largely ‘standardised’ and whilst there are some breakthroughs, they are few and far between”.
Campaign India contacted several media veterans for their response to the above observations and asked them if they had any counterpoints to offer.
This is what Vikram Sakhuja, Group CEO Media & OOH at Madison had to say:
"Ideas can come from anywhere. And that includes media ideas. Only that media ideas require a certain degree of immersion in media. If Lintas is investing in developing this understanding I think that augers well for everybody. That said I don’t see it as a counterpoint to anything. Scale and volume I always respect. Data if used powerfully can be devastating, else can be crippling."