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Nick Manning has got principal-based media buying in his sights. The former media agency co-founder — who has begun a movement to help the industry ‘get its mojo back’ — has published a paper on the money-making practice, called A World of Pain.
Principal-based media buying is sometimes presented as a win-win-win situation for everyone involved: agencies get extra income, advertisers get cheaper media, and media owners don’t have to hustle so hard to sell their inventory. But that’s not Manning’s view.
In this 45-minute podcast, Manning talks to MediaCat UK’s editor, James Swift, about why he thinks, in the long-run, everyone loses out when agencies become re-sellers of media.
Main image by Alexander Grey on Unsplash
