Technology, channel proliferation and fragmentation are breaking the traditional ad agency model. But this may not be bad news for those who work in advertising — though new skills and an entrepreneurial spirit may be required.
Alexandra Bruell for Advertising Age:
Historically, the business was straightforward. Marketers hired agencies to create 30-second spots, place them on TV and in magazines and create and send direct mail to addresses stored in massive databases. But clients' needs have changed.
They must manage marketing across devices and serve customized ads to specific audiences based on real-time analysis of constantly changing data. That data must inform creative, CRM and media buying strategies tied to new commerce and brand experiences. At the nexus of this confusing and continually evolving mashup of business operations and marketing are clients, who need a partner to help [...]