What Do Agencies Need to Do to Prove Their Value in the Boardrooms of Tomorrow?

This essay explores agencies' value to boardrooms, considering what they need to change in order to remain relevant and prepared to face business problems.

What Do Agencies Need to Do to Prove Their Value in the Boardrooms of Tomorrow?

Susanna Cousins MEC

Econometrics, brand valuation, MROI, Databank – our understanding of the effectiveness of advertising and communications, and therefore its value to brands and businesses, has never been greater. But agencies' roles in advising the boards of their clients, and as a result their profit margins, have been in steady decline for many years. In this essay I will argue that agencies will not be able to prove their value in the boardrooms of tomorrow until they treat business realities as seriously as...

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