That scale then allows an agency to leverage a price and other forms of incentives such as rebates and free space from a media owner on the basis of some form of commitment to that media owner. Size is becoming increasingly irrelevant in the media planning and buying industry, as the sector shifts from "scale to strategic capabilities", according to Daryl Lee, CEO of IPG Mediabrands. Lee said technology, data and analytics can put nimbler, smaller firms on a level playing field with some of the sector's biggest players. "The size issue has been largely solved by technology but it doesn't mean that you can't have an impact if you're small," he said.
Size is becoming increasingly irrelevant in the media planning and buying industry, as the sector shifts from "scale to strategic capabilities", according to Daryl Lee, CEO of IPG Mediabrands. Lee said technology, data and analytics can put nimbler, smaller firms on a level playing field with some of the sector's biggest players. "The size issue has been largely solved by technology but it doesn't mean that you can't have an impact if you're small," he said.