Summary

„New agency models. Consultants shake hands with creative minds“

Advertising agencies need to rethink their business model if they are to keep up with the digitisation their customers are pushing ahead with. These customers demand customer analytics, multi-channel management and real-time communication instead of selective campaigns. It makes sense to work in an agile manner and to co-operate with IT experts – why not with business consultants?

Source: Dmoch, Thomas (2016), „New agency models. Consultants shake hands with creative minds“, in: new business, Vol 45, No 18, 2.5.2016, p. 10-13.