What the Marketing Agency of the Future Will Do Differently

Harvard Business Review

From how we initiate a project by establishing metrics and outcomes from the beginning, to being more agile in building programs that can bend, move and iterate as we learn from what the market is telling us (marketing optimization anyone?). It's a murky, unclear future for the marketing agency, but one thing is for certain: things are changing at an exponential pace. An agency used to act as the executional arm of the marketing department.