The most fragmented industy in America?

As companies move to reduce the number of suppliers they buy from, it’s clear that advertising industry is ripe for radical pruning. In this morning’s WSJ, Suzanne Vranica had a good story about corporate struggle against this fragmentation, includiing this quote: “‘We find many of our brands are working with lots of agencies who all have their own creative people, their own planners, their own account people, and it gets to be unmanageable,’ says Jim Stengel, P&G’s global marketing officer.” Anyone wondering about how much upside remains for e-advertising, check out this great graph and look at the relative amounts spent on TV and magazines versus the Internet: