The Beginning Of A New Trend In Advertising
Wieden & Kennedy is largely known for some of the most creative and bold works in recent times in advertising campaigns for brands like Nike and Coca Cola as well as Proctor and Gamble. Recently, in a move that was totally unforeseen, the company was chosen to handle purchasing of media for Turbo Tax a company owned by Intuit.
As announced by a spokesperson, the tax software specialist W&K is now in charge of all media buying for TurboTax a job that was initially handled by the Initiative. This is going to be a joint affair. The company’s New York office will manage purchasing, while the Portland HQ will manage the media planning aspect of this massive account. The Initiative has been unavailable for comment.
What makes this move so significant is that by and large media buying is a job that is handled by large, specialized organizations whose work includes being able to give their clients much better insights and rates considering the scale that they work on. However, with this particular move, it could be the beginning of times when scale is trumped by integration, especially with a client like TurboTax a Super Bowl advertiser. This may herald the beginning of a trend that is long talked about in the advertising world– the integration of marketing communications in terms of media and creativity.
This move by Turbo Tax was decided after an internal review process with undisclosed participants. The media and the creative reviews were done separately, but the results are what led to the move to consolidate it all.