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Increasing expectations will alter the media agency’s paradigm — and brands will feel that shift
As brands demand the level of reporting that Google, Facebook and Amazon deliver, media agencies are being forced to evolve technologically. Columnist Rob Rasko discusses what marketers need to know about this new media agency.
Media agencies are facing tremendous pressure these days, much of it stemming from marketer expectations. And though few marketers may feel sympathy for those pressures (who doesn’t feel heat these days?), it behooves them to step into the agency’s shoes for a minute or two. After all, as industry shaker Rishad Tobaccowala, now serving as chief growth officer at Publicis Groupe once said, “Agencies are cockroaches.” They’ll always find a way to survive.
Surviving the current challenges will force media agencies to become tech powerhouses, and that will dramatically alter the digital ad landscape. Brands need to know that in relatively short order, they’ll find a different sort of partner sitting across the table from them.
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