Media agencies are viewed more negatively by advertisers than they were two years ago, with client-based media and marketing professionals more inclined to view agencies as commodity suppliers rather than strategic partners, according to research from ID Comms.

ID Comms’s Global Media Thinking Survey – which quizzed 117 client-side marketing, media and procurement professionals, who collectively spend about $20bn on media globally every year – found that the more time in-house people spent with agencies, the lower their opinion. All major agency holding groups also participated in the study.

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