So, who would get zinged for failure to capture attention? The creative agency or the media placement agency? Because they should, but often do not, work hand in hand to obtain the attention of the
audience. A plan to require response is going to make it even more difficult for agencies to work together for the good of their clients, with hard feelings abounding,... [and] media agencies openly
claiming that creative agencies should be able to just "throw some creative together," and creative agencies complaining that media agencies pay no attention to the creative content.
