Agencies need to shake up the creative process if they want to compete with their 'frenemies'

The pressures on the modern day marketeer are exponentially greater than they were 15 years ago.
Consumers are more questioning and demanding of brands, have less attention to give and seemingly more places to spend it. Most crucially at the same time as blocking overt marketing messages on the open web they are seemingly happy to give more and more attention, power and data to fewer and fewer closed platforms who control ever greater swathes of unblockable, native inventory.
The response of bra