Media agency in the new communicative scenario

Communication industry lives a period of profound changes that the media agency, one of the key players in the advertising market, has not remained apart from. Transmediality of contents, new advertising formats in the various media, the engagement that advertisers demand or the encouragement of the users experience, among others, have revolutionized the definition of media strategies. The goals of the present article focus on analyzing the current role of the media agency in the advertising market and studying the characteristics of media strategies in the present communicative context as well as their integration in communication strategies. The methodology is based on a literature review of publications devoted to advertising planning and media agency on the basis of a series of keywords and an analysis of services offered by media agencies in their websites. The results highlight the strategic role that media agency has acquired in the current communicative scenario, on the one hand, and integration and transmediality that characterize the media strategies nowadays, on the other.