The ad agency industry is a powerful ideation and ROI machine. It’s no wonder that clients and traditional consultancies want a piece of the action. Here are three trends that I see happening right now:

  1. Large clients are creating in house “agencies” as a way to get closer to the customer (and their data). These in-house agencies are also taking over social media responsibilities for the firm and its brands.
  2. Business transformation firms like Deloitte are acquiring ad agencies to complement their current services with marketing transformation data and services, e.g., social metrics, analytics, and creative.
  3. Mid-sized agencies are combining off-the-shelf measurement applications – or are doubling down on suite proficiency, e.g., Adobe Marketing Suite – to demonstrate greater ROI to their clients.

What are you seeing in Adland?