The advertising landscape has changed radically in the past ten years. Not only has a massive part of the overall annual advertising spend moved online, but within that time digital marketing itself has also morphed and changed. While banners and e-mail campaigns still exist, search engine marketing, social media marketing, content marketing are now all part of the mix. Measurement, which used to be imprecise, is now much more possible and use of data is now crucial. What does all this mean for advertising agencies? How is their role changing? Will they still occupy the same prominent place in the value chain in five years time? How many different kinds of agency does a brand need to have?
