Creative agencies are now offering media planning and buying services

When Kevin Porter joined creative shop Walrus as the head of its media department this month, one of his big tasks was building a team to manage media buying, planning and strategy for the agency’s clients. He’s also hiring digital media strategists to bolster its programmatic expertise. Having media in-house will help the creative team better understand media channels, user behavior, content and context.

“If you don’t bring media in-house, you only provide half of the service to...

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