News Analysis - Media firms more dominant than Creatives

The importance of media has increased as the world has entered new phases of marketing. Media had been the pushing factor for the endorsement for almost all the products. But where is the focus of media going now? Media agencies have been competing against each other and have forgotten to focus on the most important function, consumer attraction. The media have gained lot of importance mainly due to 2 reasons. First is the focus on impacting business results. Some media have realized the opportunity and stressed on outcomes rather that output. Second, is the focus on the relationship between the brand and the consumer. The goal of brands should not be to increase awareness but to reduce choice. A proper media is a combination of idea creators. When there is an absence of idea creators, it creates a hole in the media wherein, it lets other competitors to pierce through and throw it out of the competition. So importance should be given to the idea creators. Rather than simply competing against each other, it is better they combine and then create better ideas. It is not just the product that the consumers are buying. They are buying the ideas along with the product. When they are competing wit each other, it is the brand that is the looser. Ultimately, it is neither the product nor the producer who is the King; it is the consumer who is the real King.