'The crisis will reinforce the trend towards brands being cultivated in many different ways, and a new breed of agency is needed with the skill-sets to nurture brands across the range of options, including brand communications and customer, employee and brand experience, especially as budgets for paid-for advertising come under pressure.
Vertical integration will happen, and some players are already moving in that direction. We will see more mergers of agencies within the big groups to address this need.
The new-breed agencies will also work happily with clients on hybrid in- and out-of-house models according to the client’s requirements, as advertisers increasingly realise that control is vital. Those who resist will limit their options'
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The Commission has proposed today an ambitious reform of the digital space, a comprehensive set of new rules for all digital services, including social media, online market places, and other online platforms that operate in the European Union:…
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