General

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.Kacy Burdette for Adweek
Headshot of Minda Smiley
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.

AW+

INDEPENDENCE DAY SALE

Subscribe today!

APPLY PROMO CODE "JULY20" AT CHECK OUT FOR 20% OFF

View Subscription Options

Already a member? Sign in

Adweek magazine cover
Click for more from this issue

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

Headshot of Minda Smiley

Minda Smiley

Minda Smiley is deputy Agencies editor at Adweek.

Recommended articles
Related Articles
Illustration of 600 & Rising logo, Colin Kaepernick, an Add to Cart button, The Richards Group building, a briefcase and Bill Murray with a groundhog
Agencies

After a Year of Turmoil, the Future of Agencies May Well Be Brighticon-image

By Doug Zanger

an open book with xs and os all over it like a football game plan
Commerce

How Retailers Were Forced to Modify Their Playbooks for Handling Crisesicon-image

By Richard Collings

Agencies

Organ Donor Campaigns Are More Creative Than Ever, But Are They Working?icon-image

By Minda Smiley

Images from various TV shows
Convergent TV

From Ad Loads to Upfronts, the TV Industry Braces for Another Wild Ride in 2021icon-image

By Jason Lynch

Microlearning
View All

Organize and Leverage Your Measurement Toolbox

Customer Experience Transformation for the C-Suite

Mastering the Art and Science of Subscriber Care

Maximize the Value of First-Party Data for Today and Tomorrow

You Might Like

Are You Advertising With Integrity?

By Connatix

The Power of Leading With Your Brand’s Purpose

By Amazon Ads

Want to Reach Gen Z? Make Sure Your Ads Are Legit Good

By Steve Ellis, EVP Ad Sales Strategy & Business Development, Paramount

Reach Gen Z and Younger People in the Spaces They Value

By Sarah Iooss, Head of Sales, Americas, Twitch