Should Ad Agencies Even Be Called Ad Agencies Anymore?

Marketers say they need a better way to explain what they do

Learn the ins, outs, dos and don’ts of creator marketing at Social Media Week Europe this 10–11 October in London. Register for your in-person or virtual pass.

“The agencies in this room today will be lucky to be around in five years, much less 10, unless they radically transform the way they come to market,” said The&Partnership North American CEO Andrew Bailey during an event aptly titled Is the Agency of the Future Still an Agency?

That sentiment may seem alarmist, but it echoed across the two panels that opened this year’s Advertising Week in New York with a deceptively simple question: What is advertising, and how do we define the agencies that make it?

A second event, called Advertising Needs a Rebrand, addressed an even more basic challenge: Why is advertising a “dirty” word?

Perception, of course.




Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in