Advertising write for us: In the days before digital media, swaggering creative directors who gobbled up expensive client contracts and occasionally produced campaigns that captured the public and defined the cultural agenda ran the advertising industry.
Almost all of the components of the equation have altered. Because they have acquired enormous data stores about consumers, agencies know more about them than ever before. However, many of those customers, particularly the wealthy young people who are sought-after by advertisers, detest advertisements so much that they pay to escape them.
As a result, the research firm Forrester bluntly stated in a report released o n Monday that the advertising sector had a “existential need for transformation.” The paper concludes that the agencies must now “disassemble what remains of their outdated paradigm” or run the risk of “sliding farther into irrelevance.”
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