HOW IS THE MEDIA AGENCY MODEL CHANGING, AND WHY?
It’s the age of the customer, and their actions trigger a lot of data that brands are struggling to translate into meaningful insights. Media agencies must excel in data-driven marketing to tap into consumers at the right moment in the right context. This requires a mindset change within agencies – from recruiting the right type of talent to restructuring the agency while ensuring a proper fit between the organisation and the environment.
Data-driven marketing brings with it new specialist solutions such as DMP deployment and analysing the client’s ad stack. These solutions are totally different from what used to be scoped out for
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