The trend toward brand in-housing of media operations has been a growing challenge for agencies for more than a decade now. As of this time last year, 91% of brands reported having moved at least a part of their digital marketing operations in-house. Many agencies have had to address the question: How do we stay relevant in an age of direct-to-consumer strategies and increasing automation of media execution?
As we enter the next era of audience intelligence, today’s agencies have a new opportunity to refine their value proposition to clients and reclaim their roles as strategic advisors, all by leveraging the same strengths and tools that once defined their roles as invaluable media partners. Let’s look at how agencies can help brands extend the promise of audience intelligence beyond optimizing their media plans.