Ogilvy’s Michael Tidmarsh: Creative agency models are changing to accommodate growing use of tech
Agencies are shifting from traditional AOR relationships with a substantial retainer to 'much more project work, much more bespoke work.'
Advertising agencies have evolved quite a bit since the turn of the century, mostly due to the exponential growth of data and technology in marketing.
But how have agencies changed as a result of technology?
In an interview this week, Michael Tidmarsh, chief technical officer for Ogilvy Worldwide, shared his thoughts about how agencies have changed to accommodate data-driven strategies. Tidmarsh will also keynote a talk on creativity in a data-driven world at our MarTech Conference in Boston in early October.