All you need to understand how agencies are changing today and into the future.

Agencies have long held a key position in the world of advertising and have evolved alongside shifts in technology and consumer habits. They have come a long way from the so-called Golden Age of advertising. 

But even for the most digitally minded agencies, keeping up with the rapid pace of change can be a challenge. The way marketing agencies must operate to fulfil the needs and expectations of their clients are changing all the time. Shifts are happening in media channels, in the way customers are inspired and shop, in what customers expect from brands, and more. On top of this, we've seen the arrival of countless advertising technology solutions.

With all of these concurrent changes happening, now is a definitive time for agencies. What should the focus of agencies be today and into the future? Where can the agency of tomorrow add value?

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