Why the $7B media-consolidation windfall isn't good news for small shops.

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    • Abstract:
      The article examines advertising media planning by large corporations and its effect on advertising agency and media buying service finance. Companies with large advertising budgets including Reckitt Benckiser and Visa Inc. have consolidated their media planning and buying services, placing their entire accounts with a single agency. The effect of this change on smaller independent advertising agencies is considered.