Sean Nixon – Re-imagining the ad agency

Nixon writes among others things about the acceleration this last decade, of the process of media pluralization. I was wondering what is the most important result of this development.

            Nixon gives different consequences this development has, but the one I believe has the most influence is the way this emergence of new media technologies and the expansion of the established advertising media, has made the marketing process much more complicated. This might sound contradictory, because how could more options to advertise be a bad development…but because of all the new potential media to reach the clients with, the process of choosing the right medium has become much more important ánd complex. Another question would be how this affects the relationship of the businesses and the clients. Nixon pays a lot of attention to this question in his text, but I’m not quite sure what is the answer to this question considering this expansion of media to advertise. I do believe, like Nixon puts it; ‘The routinized relationship with clients and the more or less fixed identity of each partner in the relationship which flowed from these stable commercial relations was what was precisely unsettled by the challenges to the business of advertising.’ This off course is something what you can see in everyday life; when you change something, often to improve it, everything what was achieved and stable at that moment, can be lost is just a second and you’ll have to start all over again. But nevertheless this isn’t a bad thing because in the end it will be in your profit….at least when everything goes how you planned itJ.