Francine Calero-Racho

Abstract

The changing communications landscape and subsequent decreasing relevance of mass media advertising in the Philippine advertising industry have driven advertising agencies to look for alternative sources of income. Taking direction from their global mother companies, the bigger multinational advertising agencies have taken to unbundling their media departments fromt he main agency and setting them up as media specialist agencies.

Media specialists are rising in importance as clients turn more and more to them, and as the media planning function becomes pivotal in the creation of the communications plan. Consequently, media specialists have significantly altered the advertising agency and the industry as well. Their presence has created changes on the function, practice, and dynamics of advertising agencies and on advertising as a whole.

Keywords: Business, Communications