Brands, agencies and holding companies as one map

A media territory is not a list of brands. Every brand you sell to sits inside a web: its own marketing team, one or more media agencies, and usually a holding company above those agencies. Money can enter your business through any of them.

Draw it as one map. At the top, the holding company (WPP Media, Publicis Media, Omnicom, dentsu, Havas). Under it, the agency brands. Under each agency, the client teams. Beside them, the brand’s own media, brand and shopper teams. Your accounts are the brand plus every node that touches its budget.