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The next round of big-budget media reviews has begun, and beneath it lies an existential threat to the established agency business model.
Last summer’s rumored wave is now a real-world tsunami encompassing billions in RFPs from brands like Marriott, Mars, McDonald’s, Microsoft, Mondelez and more. But clients have learned from past mistakes; this time they’re seeking partners, not just service providers. Adweek’s Media Agency of the Year lineup of MediaCom, MullenLowe Mediahub and 360i confirms that many agencies continue to perform—but networks unable to pivot away from a reliance on classic planning and buying work will eventually fall by the wayside as automation allows more clients to move operations in-house.
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