Agencies of the future: create, measure and deliver at speed

Adland might talk a good game on agility and disruption but many agencies cling to a static, siloed status quo that is being antiquated by a new breed of marketing businesses geared to do what they can’t – fit media, technology and creative together.
It speaks volumes that at a recent industry conference, Diageo revealed how it was forced to act when a cumbersome agency model threatened to derail a social campaign it ran during the Rugby World Cup. Gathering data came from one agency