Surviving as an agency in the digital future: advice from a digital agency head

Reporting from the 2010 Interactive Advertising Bureau's annual leadership conference, Geoffrey Precourt covers the presentation of Bryan Wiener, ceo of digital agency 360i, about how advertising agencies can survive in a disintermediated digital future.

Surviving as an agency in the digital future: advice from a digital agency head

Geoffrey PrecourtWarc

No matter what the session or who the speaker, there was one common thread that ran throughout the 2010 Interactive Advertising Bureau's annual leadership conference.

"We're on the cusp of a golden age," the mantra ran from publishers to digital-network operators to global-brand marketers. And, for the large part, the choir didn't need a preacher for the message. Chaos, in time, yields to order. Technology becomes commonplace and new paradigms become institutionalized.

But there was another buzz for advertising agencies that seemed to...

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