The Ad Agency of the future is coming, are you ready?
The ad agency of the future must “[meet] clients’ needs [which] have changed. They must manage marketing across devices and serve customized ads to specific audiences based on real-time analysis of constantly changing data. That data must inform creative, CRM and media buying strategies tied to new commerce and brand experiences. At the nexus of this confusing and continually evolving mashup of business operations and marketing are clients, who need a partner”
So says Alexandra Bruell in Advertising Age 02.05.16
And who will this be? This is the interesting read, as the partners can span “holding companies as we know them today, like WPP, Omnicom and Publicis Groupe; consultants like Accenture or a media owner or e-tail giant? A marketing services specialist that does not exist today or even a mobile carrier?”
Rod Geoghegan works with Marketing Services Agencies, Tech Start-ups and Professional Services Firms to plan and deliver growth.
He is Founding Partner at Metropolis Partners