From agency to clientside: media


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Many agencies are also viewed as being slow to adapt to the accelerated pace of the digital revolution, which has recently led management and finance consultancies such as Accenture and Deloitte to step in and meet brands’ needs for technological and data expertise. If the chief media officer position continues to see healthy growth, more brands might poach talent from agencies to strengthen their in-house services — another trend that’s recently put a greater dent in the agency business. This point additionally underscores how not just agencies but also brands are struggling with digital disruption and modern marketing demands, which has resulted in serious volatility with top executive positions such as the CMO.


“… brands to think less in terms of specific media and more in terms of ‘content’ or ‘experiences’. The desire to achieve synchronisation across TV, desktop, mobile and digital outdoor screens is resulting in creative executions that are immediately transferable across all channels.”