Media agencies are ‘bland’ vanilla ice cream, says Initiative’s Mat Baxter
“There aren’t many disruptors in the media agency space anymore. Everybody is pretty boring and bland,” global CEO of media agency Initiative Mat Baxter told the out of home industry at a fireside discussion yesterday.
And his chief strategy officer Sam Geer took it one step further. “This is how we see the media agency market,” Geer said, pointing to an image of a dessert. “That’s vanilla ice cream. Homogenised, standardised product … It’s the same shit.”