Redefined Roles
Douglas Quenqua
All three constituents of the marketing-agency-media value chain are responding swiftly to an increasingly complex marketing ecosystem
WHAT DOES YOUR ADVERTISING AGENCY DO FOR YOU?
It seems like a simple question to answer, and not long ago it was. But today, such a question is likely to generate more questions than answers. You may, for instance, find yourself asking which agency are we talking about and what, exactly, counts as advertising.
Indeed, the marketing ecosystem is rapidly evolving, with implications for marketers, agencies, and media companies, according to Marketing and Media Ecosystem 2010 (MME 2010), a...