This is Porter applied to Ad/Communication/Media Agencies. Barring a few exceptions, this applies to all the agencies. Think about it.
Bargaining Power of Suppliers: High (perpetually rely on so many external entities, very often they control the medium or the content)
Bargaining Power of Customers: High (all know how we fear clients)
Threat of New Entrants: High (any individual can pose a big threat to any existing set up, no matter how big)
Threat of Substitutes: Substitutes galore
Is it any wonder then that 'words' and 'ideas' are sold and treated like shampoo sachets.
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