MediaPost ran a quick column today that summarizes some thoughts from Michael Roth, Chairman/CEO of the Interpublic Group of Companies.  In case you’re not aware, Interpublic is one of the big four advertising agency holding companies, claiming agencies like Deutsch, Hill Holliday and McCann Erickson under its massive umbrella.  Amongst other things, Roth discusses media becoming a commodity, and notes that the winners in the media business (and thus the winners of client media dollars) will be those marketers and agencies who can command the lowest cost for that media.  Here is a link to the full article:

Interpublic Chief Paints Media as a ‘Commodity’

Now, while I tend to agree with the premise that media is fast becoming a commodity, I disagree with a few of Roth’s statements, such as:

“I think that’s what you are seeing right now is clients are demanding to see where their dollars are being spent,” Roth said during a presentation at Tuesday’s session of UBS’ “Media Week” conference in New York.

OK, so while this is true, I find it a bit odd that the demand to see where dollars are being spent is a “new” request.  Were the Fortune 500 type clients of Interpublic NOT asking to see where their dollars were being spent prior to this financial crisis we’re in?  Yikes.

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