Summary
Marketing agencies face a pivotal year. Their efforts to apply AI to their processes, capabilities, and structures will shape their ability to evolve remuneration models from commoditized services to more valuable marketing solutions. They will focus on building bespoke, AI-powered marketing platforms and more robust content development services to pursue personalized marketing at scale. But AI-powered marketing will hasten agency reviews, challenge digital agency relevance, and push crisis management services to the fore. Agencies that master these conditions will build sustainable economic models; those that resist will struggle. Read this report to discover our 2024 predictions for marketing agencies.
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