Automation, data and e-commerce are among the main growth opportunities for agencies, according to a study commissioned by the 4A’s, the trade body, and Google, the tech giant.
Why it matters
Marketing budgets are under pressure due to COVID-19, but clients also require their agency partners to adapt in line with rapidly-evolving consumer behaviours.
The 4A’s/Google study was produced by Forrester Consulting, based on 600+ interviews with agency- and client-side executives. And it suggested the potential growth drivers are: