Walled gardens versus plant nurseries – and the death of media agencies
A couple of weeks ago I had a meeting with a very large media (buying) agency. The agency was proposing an idea for a client which involved creating a place within MySpace. The logic for this was two-fold. The client’s target demographic was 18-25 and a MySpace place would represent a walled garden that this group would feel comfortable within. The term ‘walled garden’ was presented, by their digital expert, as being a good thing. Continue reading