The industry is going through an intense period of change. Clients’ business models are threatened by a bevy of new and unexpected competitors, advertising agencies are being challenged by consultancies and media owners are confronted by the dominance of Facebook and Google. What’s at the heart of all of this? Digital technology. Why? Because it’s a shortcut to effectiveness, it bypasses traditional intermediaries and it tends to make reaching consumers cheaper than with legacy media.
We do love a bit of drama and the headlines tend to exaggerate reality. No, the old model isn’t dead and people are still watching programmes on TV with commercials in the middle. It’s
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