The traditional ad agency model is fading. Overstretched by the pace of technological change and sluggish to respond in any meaningful way, agency conglomerates have begun to invalidate their own model. And they cannot acquire their way out of this conundrum. Instead, they must attempt to duplicate the specialized, lean model of the independent agencies they have swallowed up.
In 2016 and beyond, winning agencies will need to organize like military Special Operations teams—small, nimble groups that operate under a single banner—and integrate brand strategy, demand generation, and marketing technology into one cohesive unit…
Why Marketing Agencies Will Operate Like Special Ops in 2016
