• by Gavin O'Malley , Staff Writer @mp_gavin, November 7, 2011

Where can brands achieve scalable reach? With the fragmentation of TV viewers, they’re looking for it online, according to Jeff Einstein, one half of creative strategy and branding boutique The Brothers Einstein. Are they finding it? Maybe, maybe not. Certainly not on Google, despite it boasting truly scalable accounts receivables, joked Einstein. Brand desire for scalable reach, Einstein adds, is directly responsible for the rise of the mega agency in the mid-90s, as brands came to believe that they needed a complex plan to achieve the reach that TV once offered.