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:
- 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.
- 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.
- 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?