Everyone agrees digital has disrupted the traditional agency model, yet many disagree on what the industry future will look like and how digital marketing services will be delivered to brands. One view, held by many agency holding companies, is that creativity is still the “secret marketing sauce” regardless of whether it is an analog or digital world. Consulting firms, however, see a future where agencies are replaced by strategic implementation that combines in-depth business tactics with technology implementation and precision creative execution. What both sides can all agree on is clients are looking for something more than either is offering, but who has the best opportunity to disrupt the future?
David Feldman - Partner, IBM
Mark Singer - Principal, Deloitte Digital
Mike Barrett - President, Heat
Suzanne Darmory - Executive Creative Director, Zeta Interactive
Moderated by Josh Golden - Publisher, Ad Age