From AdAge - Kimberley Clark has reduced ad spending by almost 50% in the last 3 years. Digital online and social marketing spending is increasing.

Most large advertisers are serving notice that the 'blast all channels media plan' is in decline. Higher production values and lower numbers of spots mean a re-adjustment of agency fee income. Making commission on media placements will have to be replaced by production and project management fees. This is why forward thinking ad agencies are investing in specialist digital marketing agencies and 'community or social network marketing' agencies.