EXCLUSIVE: We all know agencies across the board are pushing clients towards digital. Now Harold Mitchell has confirmed what we've suspected for some time: media agencies are pulling significantly stronger returns from digital than any other medium.
The Aegis Pacific executive chairman suggested it was “inevitable” that media agencies would drive clients towards digital.
“Agencies can make a better return out of digital,” Mitchell told AdNews. “Of course agencies are driving to it, if they can get a better return.
“In any first mover situation, with any business, you can make more money, until it becomes a more mature industry.”
Does this mean the commissions for media agencies are higher in digital than any other medium?
“No, no, there's a varied mixture of fees and income streams,” Mitchell said.
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