Agencies must evolve or die
Some executives may have little to no interest in changing how they do things. Their firms will be left behind.
For years agencies weren’t accountable. Now they are, and the model is crumbling. Advertising that doesn’t drive business will lead to a quick end to the ad budget and perhaps the agency as well.
The industry, as a whole—both PR and advertising—doesn’t have a uniform way of measuring results. Because of that, those who can tap into a client’s key performance indicators and prove how their efforts are driving more business will win. Those who can’t? Well, a respondent voiced a warning:
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