Cummins&partners boss Sean Cummins reckons the reason media and creative agencies are loath to rejoin comes down to one thing.
“The only thing stopping us working together as one is the egos of agency leaders,” he said.
But rebundling the two disciplines is the smart business decision and the way more agencies across disciplines are headed, he said, in typically forthright fashion.
“My view is not based on some Kumbaya bullshit. My view is purely business, it's mercenary. It's strategically right and smart to have the disciplines working together.”
A man not known for being backward in coming forwards also blasted the jargon-strewn landscape that modern media has worked itself into. It's all one thing.
“It's not 'content', it's 'advertising',” he told the recent Media Sales Summit. “It's not 'social media', it's 'advertising'. It's not 'activation', 'fulfilment', 'behaviour change', 'hashtag' – it's 'advertising', 'advertising', 'advertising', 'advertising'.”
Watch Cummins in full flow below. Tomorrow you can hear Rob Morgan's full and frank riposte.
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