Ad-Agencies: De-commoditise the ad industry

This article argues that ad agencies are suffering from a lack of differentiation and must avoid the negatives of commoditisation by reinventing themselves.

Ad Agencies: De-commoditise the ad industry

Ahmad Abu ZannadLeo Burnett

In a landscape where clients are looking for different solutions and ad agencies are suffering from a lack of differentiation and the threat of disruptive new entrants, agencies need to avoid commoditisation by reinventing the business model, creating more value to clients and capturing the next wave of growth.

It is a fact of life that certain industries are continuously facing the threat of extinction. While many factors contribute to the demise of these industries – disruptive new entrants, advancements in technology, economic circumstances – the main problem lies...

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