But that’s just the start. As the changing nature of marketing impacts product development, sales and company culture, closer collaboration between brands and agencies is becoming more important than ever.
The result: forward-thinking agencies are ready to serve a higher purpose than just being “idea factories” for individual campaigns, in the words of one executive in Asia. “The opportunity is to re-craft the traditional model to be able to say to a brand, ‘Maybe the solution to this problem is not an ad, maybe it’s new packaging or a shift in distribution, or a shift in how you sell the product," says Jeff Cheong, president of Tribal Worldwide Asia, a digital agency based in Seoul, South Korea. “We’ve moved from an era when products could be sold based on what made them different, but now, creativity has become a differentiator.”