How is the media agency model changing, and why?
Reductions in overheads, running costs and headcounts, while diversifying talent portfolio, have become a necessity for agencies. It is a market actuality that all agencies have realised, and that most have started to act upon. The key to success in such a situation is to get leaner, but smarter.
Additional revenue streams are being sourced and agencies are broadening their scope of work and services to gain share of the pie across the entire marketing spectrum. Agencies are not only striving to cannibalise their direct competition, but also taking on creative jobs. Most media agencies now have their own content creation arms, technology u
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