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The Changing Technology-Brand-Agency Relationship: Disruption Ahead

Mon, September 25 at 2:15 PM

4A's Centennial Stage @ B.B. King    View Map

In this session...

Agencies are undergoing massive change. New technology has made it clear that media buying and campaign optimization are commodities; ones better handled by machines that can adjust by-the-second. A new crop of ad tech is the great enabler of this, but it’s not rendering agencies extinct - it’s just catapulting them into a new role. This panel will help brands gain an understanding of what technology enables them to do on their own and where they can gain the most value from agency relationships.

Agencies are a critical part of the advertising ecosystem and will always exist, but their role is undergoing a massive change, being driven by technology. The technology that’s come in has made clear media buying and campaign optimization are commodities; ones better handled by machines that can adjust by-the-second based data signals than humans. We’re at a tipping point, and the evidence is there – large brands have been re-evaluating their use of agencies, and brought much of their ad operations (media buying, campaign management) in-house. A new crop of advertising technologies is the great enabler of this, but it’s not rendering agencies extinct. It’s just catapulting them into a new role. This panel will help brands gain an understanding and an increased awareness of what technology enables them to do on their own (defining a message and setting a goal), and where they can gain the most value from agency relationships. View Less

Presented with


Speakers

Alexandra Bruell Reporter Wall Street Journal
David Cohen President, North America Magna
Mark Douglas CEO SteelHouse
Ross Levinsohn Advisor Guggenheim Digital Media
Sean Lyons President US R/GA

Event Details

Event Type Seminar

Track  Agency 

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