Five ways marketing agencies are adapting
The new agency mindset
By next year this time I believe advertising agencies will be using the word "marketing" a lot more generously. The new connected digital world means advertising and marketing have never been closer. In the old days a real distinction existed between advertising as a sub discipline to the larger, more encompassing marketing function.
The connected world is changing that.
Here are five ways agencies are adapting to a new modern marketing paradigm:
1. Technology takes centre stage
For all the talk about big data, few agencies have a true technological mindset. Creative directors are viewed as superior to, well, basically everyone else. It's time, though, for the chief software engineer to sit alongside the chief creative officer to ensure creativity in technology.