What the Marketing Agency of the Future Will Do Differently

Harvard Business Review

How do agencies ensure their future by being able to help brands sell more and build stronger loyalty in such a disrupted and disintermediated world, where every individual is consuming so much media from so many different channels? 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?).