MAY 3-6, 2015, RANCHO PALOS VERDES, CALIFORNIA
In the constantly changing marketing ecosystem, agencies continue to refine and redefine their value proposition in order to remain relevant. Brands are slowly moving programmatic technology in-house and developing automated, always-on programs for almost every marketing channel. When this shift becomes a broader reality, with agencies continuing to lose media dollars, will we see agencies become purely strategic or creative partners? Will certain agencies move downstream to provide services to the midmarket and below, essentially running marketing technology stacks on behalf of advertisers in an outsourced capacity? In short, what does the future hold for agencies?
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