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Whether we like it or not the world is ruled by media agencies. There are so many so many publications, broadcasts and other portals for news around that we shouldn't really be surprised when certain aspects of the news that we receive on a daily basis is not exactly as clear cut as it may at first sound. Celebrity is a word that has lost some of its power in the last few years, with people who spent less than 2 weeks on a reality TV show placed in the same bracket as Hollywood A-listers. The shelf life of these new celebrities can be short lived, which is exactly why a clever marketing agency is needed to help promote and establish their commercial worth.

If you have been to any of these red carpet events to report you will quickly find yourself nudging the person next to you enquire who the person walking down the carpet is. If you have become tired of the generation of boring, sterile and generally worthless reality TV shows, then it is quite possible that you won't recognise the latest evacuee from the big brother house or some other show. It is the job of a marketing agency to make us care about these individuals, to make us pick up the magazines and newspapers.

In one sense this is very impressive, it shows just how much of an influence a marketing agency can have on a person's career. It speaks volumes about how far marketing has evolved that they can now take someone with no discernable talents and promote them as the next big thing. How many times do you pick up a newspaper or women's magazine today and find that these d-list or lower celebrities are being hounded by the press. Maybe it's not hounded; maybe it's cleverly manipulated to make it seem that way to keep them in the limelight and in our minds.

Of course not every marketing agency loans themselves out to these type of media promotion. For every agency that spins rubbish or useless stories, there is another agency that promotes worthwhile causes and promotes truthful trustworthy news items and products. There is a battle going on inside the media sector as brands battle to promote truth, honesty and reliable news, while certain older brands seem intent on muddying the water and feeding the public misleading stories.

Spin is becoming less apparent in a marketing agency or the marketing sector today, but it is always worth remembering that you shouldn't believe everything that you read.

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