Advertising agencies used to create impactful messaging, then plan and buy advertising to reach desirable audiences. Most still do. But agencies have had an increasingly difficult time proving value to their clients even while executing smart, targeted advertising, and communications or promotional programs — simply because the targeted audiences are no longer available or receptive.
Consumers in the last few years have executed brilliantly on a disruptive strategy to elbow their way into the advertising ecosystem as an equal player alongside marketers, agencies, tech companies, publishers and others.
