• WSJ (paid subscription required), Wednesday, March 1, 2006 1:15 PM

Madison Avenue's version of the chicken or egg question is whether or not the creative forces behind commercials work hand in hand with the folks deciding where said ads would run. The most recent answer has been "yes," with a large number of agencies consolidating creative and media work under one roof. According to the Wall Street Journal, Ogilvy North America is looking to hire employees for a "digital media-planning operation aimed at emerging ad venues." In addition, creative agency Arnold recently hired a media planning executive. Recent consolidation moves include Procter & Gamble's Old Spice brand to Wieden + Kennedy; DirecTV to Deutsch; and BMW of North America to GSD&M. "The stupidest thing that ever happened in our industry is when media planners left the building," says Steve Blamer, chief executive of FCB.

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