In the Town Hall sessions at the Digiday Media Buying Summit, which wrapped on Oct. 17 in Palm Springs, California, media agency folk decried the continuing challenge of scope creep — when clients ask for work to be done on their behalf that falls outside the scope of work initially agreed upon.
But they also suggested solutions to mitigating scope creep as they shared their thoughts on the issue under the condition of anonymity — all the Town Halls at Digiday summits are held under Chatham House rules, which allow participants to speak freely without being identified. Increasing data needs, the desire to in-house and other issues also came up in the conversation.
The following edited comments highlight how challenging the issue is for media agencies struggling to remain relevant, and the opportunities scope creep presents.
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