Kim Benjamin
Sep 28, 2015

Ad agencies: No longer king of the creative hill

As the nature of marketing changes, so do the sources of creativity. We examine the new stakeholders and what they mean for the future of the industry.

It’s online, in-house and multi-disciplinarythe proliferation of social channels and technology has given everyone the means to go into the business of creativity. All of which spells bad news for advertising agencies, which no longer enjoy a monopoly on creativity. Some of the best and most innovative creative ideas are now developed outside of the agency worldby in-house marketing teams, PR and media agencies, production and design firms, and technology companies.

Even consultancies...

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