TV and print should see bigger ad allocations for the foreseeable future, reports the
Sydney Morning Herald, citing an interview with Michael Birkin of Omnicom. He says that TV, newspapers and
magazines will remain the best option for major companies to build brands, because the type of content needed to generate "mass impact" from the Internet and other digital options is "still not
there." Birkin, who serves as the conglomerate's Asia-Pacific chief executive, signals a "continuing strengthening" of global spending in traditional media sectors on behalf of its blue-chip clients.
Birkin, in a visit to Australia, said TV and print are going to remain key in brand building, and will serve as the spark for all sorts of creative ideas that can be pushed through different media.
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