• With the continuing shift to a more fragmented, digitally-driven world, they are increasingly recognising that an ability to deliver joined-up customer experiences is now as important as an ability to produce and deliver large-scale brand campaigns.
  • An increasing number of clients are embracing ‘performance marketing’ led strategies, leveraging these agencies’ data and programmatic skills to produce highly targeted digitally and content led campaigns.
  • The challenge for holding companies and large agency networks is to find a way to refashion themselves in this image.

    Source: http://www.thedrum.com/opinion/2018/01/15/the-agency-model-can-prevail-2018