Word watch: goodbye "media agency", hello "communications services"

There are few better signs of the changing media environment than when someone changes the name of what they do. Ad agencies became media agencies, and now media agencies are re-dubbing themselve "communications services", according to an item in MediaPost.

While there is confusion on where creative agency role stops and media agencies' role starts, the media buying role isn't going away, just becoming more complex. MPG North America CEO Charlie Rutman told a panel discussion "The money is following the behavior patterns of consumers. The Internet has a seat at the adult table...We've been weaned a little bit off the crack-cocaine habit of TV."