Understanding the next wave of agency innovation

Agencies need to drive innovation in their own working practices, and on behalf of their clients, to thrive in a rapidly evolving landscape.

Nick Brien has heard the industry buzz about in-housing marketing services and capabilities.

“It’s been about cost,” the CEO/Americas for Dentsu Aegis Network told delegates at the 4A’s (American Association of Advertising Agencies) 2019 Decisions 20/20 conference. “It’s about speed. It’s about delivery. And some of it’s about programmatic.

“Everyone has their own flavor,” he allowed. “But even [Procter & Gamble’s chief brand officer] Marc Pritchard has talked about the days of agency networks – with hundreds of agency brands – being over.”

Nick Brien, CEO/Americas, Dentsu Aegis Network

Brien looks to technology for direction in advertising, and cites Satya...

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