Perhaps sensing the opportunity that’s being created by agency holding companies getting bigger and broader — and leaving mid-sized marketers to feel like they’re being overlooked — another independent agency group is launching a new media agency extension.
Barkley OKRP, which has long handled some of its own media work but is primarily known for its creative chops, has launched media agency MissionOne Media. It’s led by Sean Corcoran, a veteran media agency executive who most recently ran IPG’s Mediahub until last year, when he joined Barkley.
The new shop will handle all elements of a full-service media agency but with a focus on staying closely linked to the creative side of the business. Corcoran emphasized that being the right size is vital to its success. “We feel like it’s kind of Goldilocks size,” he said, as in neither too big nor too small. The perfect client spends somewhere in the $50 million to $100 million range, he added.
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