Agency of the future as of today
Now it’s clear that data driven reach has reached such respectable critical mass that a full service agency of tomorrow (or today for that matter) must position itself as the impartial dashboard operator for clients. There are too many sources (Facebook, Google , data and channel companies) that are providing parts of the story. But none owns the brand (or creative) positioning. Here the agency at the center of brand must act as the ultimate steward of where when and how a brand can and should express itself in terms of proper visibility and creative uniqueness. Here the agency must be the ultimate integrator of all the data sources! This would suggest that agencies might need to find a strong alliance in media/channel planning if clients are going to see value in a scaled relationship.
Will it happen ?