Paramount Skydance’s remarks show principal-based media unease isn’t going anywhere
By Seb Joseph
The back-and-forth over whether Publicis Group and IPG were both buying and selling ads for Paramount shows how contentious the practice remains, even as the holdcos try to normalize it.
The spark came last week on Paramount Skydance Corporation’s first earnings call under David Ellison’s new regime, when president Jeff Shell sketched out the company’s relationships with the major media agencies. He told analysts that the holdcos were “not just buyers of advertisers, but represent all of our sales clients”, a line that landed with more weight than he intended. It was offered as context for the scramble earlier this summer when both Publicis and IPG chased Paramount’s business. Shell went on to say the company had secured “significant revenue commitments over three years” from both groups.
That framing didn’t survive the news cycle.
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Source:: Digiday
