2021 Outlook

Agencies Are Gaining More Clarity on How to Remain Valuable for Marketers

A year of swift, unexpected change set the industry in motion

illustration of binoculars and you can see a landscape through it
Agencies are looking into the future to see what will last from the last year into 2021.Courtesy Kacy Burdette for Adweek
By Minda Smiley

January 19, 2021

Last year, change was thrust upon agencies. While shops grappled with a suddenly remote workforce, clients were pulling or pausing ad spend while asking agencies to reconfigure campaigns and messaging to ensure relevance.

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This story first appeared in the Jan. 18, 2021, issue of Adweek magazine. Click here to subscribe.

Minda Smiley

Minda Smiley is deputy Agencies editor at Adweek.

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