If we no not dare to challenge the share-of-voice-thinking with the belief that creativity is the key to efficiency (and eternal life), the logical excel sheet will win surely win.
Most agencies produce a lot of stuff that's bread-n-butter stuff. It's kind of "the way things work", and rightfully so, because it finances the creative stuff that wins awards and makes the world better. Ironically, the agency world is responsible for the stuff we call clutter to be able to do stuff that breaks out of it as a result of this equation.
Part of the problem is that we have an oversupply of media space that has to be filled. Any representative from the media agency world will tell you that this is the way it has to be.
But we know that a fist can hit harder than five fingers, but do we dare pick a fight in the first place?