How Agencies Can Achieve 3.0 Status

Simplicity and the 'Four Ts' will help them evolve

RFPs today solicit competencies that reach beyond the traditional agency mandate. Getty Images

The advertising industry has never been hit as hard as it’s being hit today. It’s facing economic, technological and even geopolitical disruption across the board. Add the complicating factors and steep learning curves around new tech-driven touch points—artificial intelligence, augmented reality, virtual reality, voice command, chatbots—and you can see why marketers are scrambling for footing and pushing their agencies to prove their value. The unprecedented volume of advertising budgets—more than $30 billion—that has recently changed hands during what many referred to as “Mediapalooza” is a clear indicator of this disruption.

Lesley Klein is a managing director at MediaLink