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Audio advertising is pacing for14.4% growth this year to US$18.06 billion, the fastest growth rate in 40 years, driven by double-digit increases in OTA, streaming, podcast, satellite and Hispanic audio ad & marketing spend, according to PQ Media’s United States Audio Media Forecast 2021.

United States audio media advertising & marketing spending, as well as consumer audio usage and consumer spending on audio media are all on pace for record growth in 2021, amplified by new technologies, changing consumer behaviors and shifting ad budgets, according to new research released today by PQ Media.

Audio advertising spending is pacing for 14.4% growth this year to US$18.06 billion, the fastest growth rate in 40 years, driven by double-digit increases in OTA (Broadcast over the Air), streaming, podcast, satellite and Hispanic audio ad & marketing spend, according to PQ Media’s United States Audio Media Forecast 2021.

Podcast advertising is on pace for a 32% surge in 2021, while Hispanic audio ad spend is set to rise 16.5%, OTA advertising is expected to increase 14.2%, and streaming audio ad spend is projected to grow 13.4%.

The caveat to this year’s double-digit growth spikes in audio ad & marketing spending is that they follow the steepest drops on record in 2020, when all media spending was driven down by the deep impact of COVID-19 and the pandemic’s after-effects worldwide. For example, total audio ad spend, of which OTA accounts for 70%, is not expected to reach the pre-pandemic 2019 level until 2023, according to PQ Media.

However, streaming audio advertising, including digital extensions of radio stations and audio subscription services, and podcast ad spend continued to grow at double-digit rates during the pandemic’s apex in 2020 and will post accelerating growth in 2021 to set new ad spend records.

Meanwhile, consumer audio usage is expected to rise 3.3% to an average of 13.7 hours per week in 2021, the quickest uptick in 20 years, fueled by strong growth across all major audio platforms. OTA audio usage was up 2.7%, streaming media usage, including digital radio station extensions and audio subscription services, also increased 2.7%, while podcast listening surged 9.9% and satellite radio was up 2.5%, according to the United States Audio Media Forecast 2021.

Strong Consumer Audio Expenditures

Consumer spending on audio media content and technology is expected to increase 8.3% to US$25.96 billion in 2021, as end-user spend on audio content and tech also continued to grow through pandemic-struck 2020 and will continue to grow through 2022. The key growth driver is consumer spending on audio content, including streaming and satellite subscription services, podcasts and digital radio extensions, which has surpassed total audio ad & marketing expenditures, surging 12.4% in 2020, as the pandemic lockdowns supercharged consumer time spent with digital audio. Consumer spending on audio content will grow at an accelerated 12.6% to US $19.62 billion in 2021, PQ Media estimates.

Growth in the burgeoning Hispanic audio media market is being driven by several key factors, including this demographic’s increased share of the total US population

“Audio has proven to be a resilient medium since its rise to the fore of the media spectrum in the 1920s, continually adapting to strong challenges posed by the emergence of new technologies, such as television in the 1950s, as well as related changes in consumer behaviors and shifting ad budgets. All three of these critical PEST trends were strongly influenced by COVID-19, but as these key variables evolved with the severe impact of the pandemic in 2020, audio media once again rose to the challenge and showed its staying power with consumers,” said PQ Media CEO Patrick Quinn.

With the continued growth in the popularity of podcasting in 2021 and the increased use of smart technology to listen to digital radio station extensions, traditional OTA broadcasts have remained the most popular audio content consumers listen to in their cars. “When audio media’s three major platforms are combined – OTA, digital and podcasting – audio is a powerhouse medium like no other,” Quinn added.

The US Audio Media Forecast is the only source of comprehensive econometric data and analysis tracking the industry’s three KPIs – audio advertising & marketing spend; consumer audio usage; and consumer spend on audio content and tech. The new Forecast is differentiated from other recent industry research in that it includes exclusive data and confidential insights provided by leading audio media companies; radio station and network groups; digital streaming audio services; podcast producers; audio advertising agencies; and media investment firms.

AM/FM will remain the primary way consumers access audio through 2023, far outweighing consumer time spent with Spotify and Pandora

Audio Advertising: Podcast and Hispanic Are Surging

  • AM/FM will remain the primary way consumers access audio through 2023, far outweighing consumer time spent with Spotify and Pandora;
  • Content is king, as listenership will rise in audio segments that provide new, more engaging content, such as multicultural-focused programming on AM/FM stations, the emergence of new podcasting genres and riveting Q&A interviews on social media audio;
  • Podcasting has become the sexiest audio media channel, enticing more brands to audio that, previously, had not included this medium in their omnichannel advertising and marketing campaigns;
  • Hispanic audio – both digital and traditional – has emerged as a major force in the overall audio media industry, as Hispanic OTA advertising is pacing up 16.6% in 2021, while Hispanic streaming audio ad spend is expected to grow 14.8% this year, and Hispanic podcast advertising is projected to surge 38.5%, according to PQ Media.

“Growth in the burgeoning Hispanic audio media market is being driven by several key factors, including this demographic’s increased share of the total US population, which is now 19%, indicating growth of 22% from 2010-2020 to 62 million. In addition, the number of radio stations programming Hispanic-focused content during the past decade grew 20% to approximately 1,200 stations nationwide,” Quinn said.

While CTV Advertising is expected to reach US $21 billion in 2021 according to BMO Capital Markets, the media buying community continues to face challenges in measurement. That is why ANA and Innovid partnered with 20 leading advertisers to introduce new research and tools to address CTV measurement challenges.

 

Innovid, and independent ad delivery and measurement platform for connected TV, today announced the findings of a first-of-its-kind report called Decoding CTV Measurement: An In-depth Look at Reach, Frequency and ROI that dispels major myths about one of the fastest-growing channels in digital advertising. Created in response to rising demands for streaming, the report was conducted in partnership with the Association of National Advertisers (ANA) and 20 leading advertisers, with the goal to deep-dive into CTV and unlock new KPIs, benchmarks, and best practices for marketers making the move to CTV.

CTV Measurement: Key findings from the report include:

  • The depth of unique reach has yet to be unearthed: Across our study, the average campaign reached only 13% of the available U.S. CTV households.
  • Detach duplication from the fragmentation dilemma: Our study revealed an average publisher duplication rate of 32%.
  • The surprising truth about CTV’s frequency problem? It’s highly exaggerated: The average frequency was just 4.6 across all campaigns.
  • The impact of CTV spend can be traced far and wide: The average eCPM of the campaigns in the study was $23, which sits in between the average CPM for U.S. primetime TV ads for broadcast and cable ($36 and $19, respectively).
Bill Duggan, Group EVP at ANA

“Measurement is one of the biggest challenges facing marketers these days,” said Bill Duggan, Group EVP at ANA. “The standardization of CTV advertising measurement is still in its earlier stages, and this study found that we’ve only uncovered the tip of the iceberg of what is possible in CTV. We’re excited to partner with Innovid to provide these granular insights and benchmarks that set a new standard for the future of CTV advertising.”

This study found that we’ve only uncovered the tip of the iceberg of what is possible in CTV.

The solution behind this study, Innovid Insights, the company’s flagship measurement product, is now widely available in the US market, empowering advertisers to understand their unique reach, frequency, and more.

“There’s a misconception that there’s not enough reach in CTV, however our study saw we’ve just scratched the surface of the potential reach for this channel,” said Jessica Hogue, General Manager of Measurement and Analytics, Innovid. “To date, it’s been challenging for marketers to effectively optimize CTV campaigns due to a complex ecosystem of disparate device and app options per household. With Innovid Insights, marketers have a leg up on maximizing the potential of CTV with unbiased, real-time visibility into 40+ metrics. As Innovid Insights continues to evolve, we plan to expand the solution to incorporate all devices and media types, as well as demographic data to enable one unified view of cross-channel measurement.”

CTV measurement

Innovid Insights has four unique benefits for marketers:

  • Census-Level Measurement: Innovid’s expansive footprint enables census level measurement of the CTV universe with insights on over 75MM U.S. CTV households enabling marketers to gain maximum visibility into the most important CTV measurement metrics.
  • Independent Source of Truth: As a leading independent, MRC accredited, omni-channel ad server built for TV, Innovid’s measurement solutions are media-type and buy-type (direct vs programmatic) agnostic, enabling trustworthy third-party analysis.
  • Real-Time Analysis (In-flight) and Future Planning: Innovid’s pixel-less solutions provide always-on analysis enabling marketers to execute in-flight optimizations. Innovid Insights also powers data-backed campaign planning initiatives to strategically optimize future campaigns. Marketers can execute optimizations based on reach (total/unique), frequency (low, medium, and high), publisher-level overlap, as well as by costs (cost per total and/or cost per unique reach).
  • Seamless Measurement and Delivery: Innovid takes a contemporary approach providing MRC accredited impression delivery married with granular measurement solutions to drive in-flight and future planning CTV optimizations.

“Innovid Insights allowed us a new and interesting view into how our CTV investments work together,” said Phil Hruska, Media Department Head, American Honda Motor Co., Inc. “Innovid gave us the ability to leverage a single platform to gain a streamlined view of our campaigns. We appreciate their agnostic perspective and we are excited to see them continue their unique measurement of the video ecosystem.”

CTV measurement

 

 

 

 

CTV measurementTo download Decoding CTV Measurement: An In-depth Look at Reach, Frequency and ROI and learn more about how marketers can benefit from Innovid Insights, visit here.

 

NUMATEC, a holding company focused on media and Martech ventures across the globe, announced the launch of EKN, a data-driven omni-channel buy-side media company that provides access to digital advertising inventory for display, video, social, mobile, native, and more.

NUMATEC established EKN by acquiring selected assets from Eikon Digital that are focused on providing trading and technology services to agencies and clients as well as premium media representation for both the U.S. and Pan-regional markets.

EKN is an answer to challenges market participants have. We are technology agnostic, more of a consultant than a technology provider.

EKN uses a number of leading platforms (such as DSPs, SSPs, and DMPs) to help clients achieve their goals through the EKN trading desk. EKN delivers effective results through its omni-channel buying capabilities, partnerships with the largest data providers, and best-in-class reporting, with solutions including:

  • Data—Data enrichment, Mapping, and Privacy
  • Media—Programmatic display, Connected TV and OTT, Mobile and desktop video, Search and Social
  • Reporting—Data integration, Custom dashboards, and Insights Analysis

Regarding the place EKN will be taking in the MarTech  and Ad-Tech ecosystem, Alejandro Leon, CEO Caribe – Centro America – Peru at EKN. tells Portada that EKN “is not a DSP, rather we are an answer to challenges  market participants have. We are technology agnostic, more of a consultant than a technology provider. We work with different DSPs, DMPs, SSPs and ad-serving technologies to optimize our clients  media buys and campaigns.”

“Our new and existing clients are able to run campaigns in every online media channel, while executing
on multiple strategies to influence consumer behavior. We use the marketing cloud through display, e-mail, SMS in a real omnichannel way. Best of all, our insightful reporting means continuous optimization and unmatched insights,” Leon notes.

Adding Value to the Media Buy

According to Leon, EKN has invested in a strategic team that adds value to the media buy and recommends strategies  and provides insights for campaign optimization. “We are partners for agencies, we do not sell any products, we sell a strategy and results for brands.  In the U.S. we work with brands and in Latin America more with agencies,” Leon adds.

EKN’s Approach to Trading Desks

Leon notes that EKN uses a traditional trading desk but adds data insights and graphs to provide a very professional reporting . “For reporting we use Datorama, which was acquired by Salesforce a few years ago. Datorama also includes historical data and other references and provides richer data.”

Alejandro Leon, CEO Caribe – Centro America – Peru at EKN Solutions

Regarding the up-coming cookieless world, Leon notes that
“cookies are not disappearing but being transformed into something that is not 100% clear. Brands are more and more able to get their own data . At EKN we help brands create and enrich data and use that primary data to make more intelligent and efficient buys.”

At EKN we help brands create and enrich data and use that primary data to make more intelligent and efficient buys.

EKN Clients

Leon notes that EKN works with  U.S. Hispanic clients but also has a specialized practice for Travel and Tourism in the U.S. which includes train lines, car rentals and airlines. “In Latin America we work with the top 500 global brands including Unilever, Procter & Gamble, Pizza Hut and many others.”

Recently created NUMATEC, of which EKN is a holding company,  comprehends more than 300 employees in 22 countries, in Europe and U.S. and Latin America,  and is led by a team of entrepreneurs who have successfully founded and exited multiple ventures, and now pool their resources and companies under one umbrella. Check out our recent interview with NUMATEC’s CEO Giuliano Stiglitz!

 

What: Teads has announced a collaboration with Oracle Moat which will allow advertisers to measure the total viewable exposure time of ad impressions, and 100% viewability for all VCPM and CPCV.
Why it matters: The new integration coupled with Teads’ unique viewability pricing models (CPCV/vCPM) empowers buyers to select any custom billing point of viewability and transact on any viewability requirement, as verified by Moat.

Global media platform Teads has announced that it now offers advertisers the ability to measure the total viewable exposure time of each ad impression, as well as 100% viewability for all VCPM (viewable CPM) and CPCV (cost per completed view) buys. The integration is in collaboration with Oracle Data Cloud’s Moat services.

By leveraging Teads’ predictive AI technology, advertisers will be able to seamlessly transact on the selected billing event in order to achieve the lowest cost per viewable impression. Teads will report all KPIs at the billing event providing clients with a much clearer understanding of the performance of their campaign at that given duration.

“We are delighted to support this initiative with Teads, as we believe this is a transparent and open way to enable media buyers to purchase only the impressions that count,” says Mark Kopera, Head of Product for Moat at Oracle Data Cloud. “Our integration is also equipped to support the new IAB API frameworks specification which allows for any video tag to be accepted for video ad playback and measurement, including backwards compatible versions of VAST, VPAID, OM SDK for Mobile Apps and OM for Web Video.”

Through this advancement, Teads will auction off 100 percent viewable impressions at any viewability requirement set by an advertiser, while the rest of impressions not achieving the selected viewability benchmark will be offered as free media. Teads developed this solution to service a growing industry need for a new currency that can transact on viewability. The industry currently optimizes towards viewability on total impressions (CPM) which is a very manual process and leaves the buyer to rely on a viewability score. Teads is removing this friction by moving away from the viewability score across total impressions and to a more important metric which is the cost per viewable impression.

“ASICS has seen very strong viewability with Teads thus far, and we’re looking forward to using the new vCPM buying model, which should guarantee an even greater level of performance for our campaigns,” says Philip Bryant, Sr. Marketing Manager, ASICS North America.

“Advertisers need innovative pricing models to transact on viewability. We are taking the lead on this front because it doesn’t make sense for buyers to have to pay for non-viewable impressions,” says Bertrand Quesada, CEO at Teads. “With the combination of our unique pricing models, Teads AI, and our new Moat integration, we are empowering advertisers with information on exactly what they are paying for, in a cost-effective manner.”

 

What: MAGNA LatAm has released its ad spending forecasts for 2019 in the different Latin American markets.
Why it matters: MAGNA’s predictions show an overall optimism that has to do with the new stability of economies, the presidential elections in five countries, and the 2018 FIFA World Cup. However, political uncertainty could bring unpredictable effects in 2019.

According to a recent statement, media forecaster MAGNA  (@MAGNAGLOBALhas predicted advertising revenue to grow in Latin America by 7.6% in 2019, reaching US $28.5 billion. If true, this would mean a 9.6% deceleration. In 2018, regional markets benefited greatly from economic stabilization and short-term cyclic drivers such as elections and FIFA’s soccer World Cup (@FIFAWorldCup), which was the most connected sports tournament ever, and had direct attention from the seven classified Latin American countries.

Digital is expected to become the most important media format by 2023, but even then it will account for a mere 50% of all ad spending.

In the words of Karla Natareno, Regional Head Latin America, MAGNA, “In 2018, ad spending in Latin America was boosted by the stabilization of the economy, presidential elections in five countries, and the 2018 FIFA World Cup. In 2019, however, the high level of political and economic uncertainty, as well of the lack of global sports events, will take its toll.”

The landscape seems a bit uncertain, as the great political changes in five regions could have a negative effect on commercial trust and marketing spend. A 7.6% growth will not have enough impact once we take into account economic inflation, stated MAGNA. Hopefully, the Copa América (@CopaAmerica) in Brazil (will make up for the lack of a World Cup to a certain extent.

Television Prevails, Digital Might Catch Up in a Few Years

Karla Natareno

Television is still the most important media category in Latin America, and it is expected to account for 51% of all ad spending in 2019, way above the global 31% average. Television is expected to stay in its leading position until 2023, when Digital will become the main media format in the region. In certain markets, such as Argentina and Brazil, Digital is already surpassing TV by a small margin, but in others, such as Mexico, TV is definitely above all other formats.

Digital advertising will grow by 19% in 2019. However, in spite of its solid two-digit growth, and even though it now accounts for 34% of all ad investment in Latin America, it’s way below the global 49% average. This is not only due to the fact that TV prevails over digital, but also to the importance of print and radio. Digital is expected to become the most important media format by 2023, but even then it will account for a mere 50% of all ad spending.

What: Last week, Accenture Interactive launched a programmatic ad buying services unit. It will handle media planning, buying, and management. Consecuently, we talked to agency executives in the U.S. and Latin America to find out their perspective. The interviewees were: Juan Pablo Jurado, Bruno Lambertini, Alberto Pardo, Ana Ramos, John Santiago, and Vilma Vale-Brennan.
Why it matters: Some industry players have argued that Accenture’s move into programmatic ad buying represents a conflict of interest. That’s because Accenture carries out media audits of agencies.

Accenture Interactive, the digital area of the consultancy giant, has jumped into the agency territory with its new programmatic services offering. As a result, the Accenture Interactive Programmatic Services unit will include media planning, buying and management. According to Accenture Interactive, the aim is to help clients ‘take control and ownership of their data and technology. It will provide them with greater transparency. It will enable them to achieve greater business outcomes and regain trust.

According to Adweek’s interview with Scott Tieman, the global lead for the new Accenture Interactive unit, clients are looking to “in-house” their programmatic ad buying. That’s because they’re looking to take back control of their media capabilities. As a result, instead of managing an agency, the company is now deep in the world of media planning, activation, measurement, and optimization. These are territories it hadn’t worked in before.

For some agencies, this move is “a clear conflict of interest.” That’s because Accenture’s Media Management arm carries out media audits of agencies and runs pitches. Stephen Allan, global chief executive of MediaCom, called Accenture’s dual roles “troubling”, according to Campaign Live.

Accenture Defends Its Move Amidst Doubt

Accenture has insisted that it can avoid any conflict of interest and that it “would not provide auditing and programmatic services to the same client.” But the American Association of Advertising Agencies has said it will invite all agencies to take some time to reconsider participating in any review Accenture is conducting, and to really think if they will allow Accenture to audit their media. We talked to members of Portada’s Council of the Americas and Agency Star Committee. We also spoke with other guest interviewees to find out more about their perspective. As Ana Ramos, Publicis Media’s Marketing Director in Mexico points out, “big consultancy firms are moving into the media agency space is a sign of the strategic importance that advertising plays in business.” She said it’s crucial that we know where we’re standing as the industry moves.

At the Face of Change, the Winner Is the One that Moves Faster

Bruno Lambertini, member of Portada’s Council of the Americas

The business of advertising is changing at an unprecedented pace. As Bruno Lambertini, founder and CEO of Circus Marketing told Portada in a previous interview, we don’t even know where technology is taking us. According to him, the only way to successfully respond to these changes is to adapt. “The faster the structure and the more adapting speed you have, the better chance you’ll have to generate value in this new industry.”

They think they can get involved, but it’s complicated to start moving in the programmatic business. I don’t think they’ll be satisfied at all.
Vilma Vale-Brennan, member of Portada’s Agency Star Committee

For Vilma Vale-Brennan, General Manager of Vale Network, organizations will have to face the future with creativity. As she points out, “the entrance of Accenture and other consultancy firms like PwC, IBM and Deloitte bring a new dynamic to the always evolving advertising world.” Brennan says she can imagine their programmatic ad buying data and capabilities providing value to clients, “but lets not forget that advertising is not only data and placing media efficiently. With the advent of ad blocking, skipping, and the decline of TV ratings, advertisers need to go beyond TV ads and paid social to reach consumers.”

However, some agencies believe Accenture might not be ready for this new move.  Juan Pablo Jurado, CEO of Wunderman, Latam, believes that Accenture might be biting more than it can chew. “Accenture doesn’t have clear what it’s getting into,” he says. “The communication business is changing and it’s starting to mix with consulting, so that’s why they think they can get involved. But it’s complicated to start moving in the programmatic business. I don’t think they’ll be satisfied at all.”

When the Future Arrives, It’s Best to Bid it Welcome

“The same applies to programmatic: it’s one of the most transformative digital disciplines,” comments Publicis’ Ana Ramos. “A good approach to programmatic not only generates good communication results for advertisers. But it’s an unparalleled source of insights to optimize other media or even creative messaging and product.”

Networks could not move as quickly as technology and data demanded it, losing their strategic role and leaving room for new players like consultancies, independent agencies, and media themselves.

“In this new era of communication, there’s a complete reshaping of the value chain structure taking place,” asserts Bruno Lambertini. “Networks could not move as quickly as technology and data demanded it, losing their strategic role. That leaves room for new players like consultancies, independent agencies, and media themselves.”

“Programmatic is the first step towards machine learning and artificial intelligence. In this sense, Accenture’s making a great move which can pave the path to the world of future media centres,” adds Lambertini.

Accenture Shouldn’t Overlook Challenges Ahead; Neither Should Industries

Alberto Pardo, member of Portada’s Council of the Americas

One of the first challenges that agencies will face is the direct competition with consultancies and in-house teams. “Here there is an important transformation of the traditional media business,” comments Alberto Pardo, Founder & CEO of Adsmovil. “Where previously it was focused only on the agencies and now the agencies, in a certain way, are competing with the consultant’s companies and also with the in-house teams.”

Another challenge is the need for sensitivity and experience in the business. Add to that the ability for agencies to adapt. “Advertising still has an art to it and the creation of the right experience and messaging to the right audience is an expertise mastered by advertising agencies,” says Vilma Vale-Brennan. “The issue at hand is how fast agencies can implement their data and analytics models versus consultancies acquiring creative shops and integrating them into their ways of working.”

For Bruno Lambertini, Accenture still lacks the sensitivity of knowing how to build a brand from scratch. “Accenture is getting into the agency business, but agencies are getting into Accenture’s business. In this sense, the one who adopts the other’s capabilities first will be the winner.”

The 4A’s have a right to be concerned. Accenture should consider a firewall for clients who they are contractually doing auditing services for.
M8’s John Santiago

Agencies Express Concern Over Conflicts

The main concern for agencies is that Accenture could now use sensitive information in its programmatic ad buying for purposes that could pose a conflict of interest, as the 4A’s have affirmed. “It’s concerning when a company that has had, for years, access to sensitive advertising agency information in their role as advisor to brands, evolves to include themselves in the role of competitor and begin to offer those very same services,” points out John Santiago, CEO of M8.

“Since Accenture’s clients are asking them to assist with their programmatic media spend while providing an existing range of digital marketing services, I think it’s a natural progression for their business,” adds Alberto Pardo. “I do believe however that the 4A’s have a right to be concerned. Accenture should consider a firewall for clients who they are contractually doing auditing services for.”

Accenture Programmatic Ad Buying: What Should We Expect?

As our experts say, this move could be a good thing. As the industry evolves, new players could carve a path to a future. That future teaches us how to reach objectives in different ways. Vilma Vale-Brennan says, “At the end, advertisers will end up with a better solution to reach consumers and drive stagnant sales for most categories.” It has to do with a way of looking at things. Accenture could help agencies rethink priorities and reevaluate their own organization. “Accenture is welcome in Latam. It can help us add to the solutions agencies have in order to give more value to our clients,” adds Bruno Lambertini.

As it happened with many executives, Alberto Pardo isn’t surprised by Accenture’s move. “Accenture has a different relationship with customers than an agency does. So historically, they have done more focused on business strategy and in many cases have relationships with several people inside on the companies,” he said. “On the advertising side, they started doing consulting work for clients and the next step was naturally to get into the interesting world of the advertising and media business.” This means other consulting agencies could take a similar step.

Is it unfair for them to have had the proverbial ‘look under the hood’ of many agencies? Yes. Will it push agencies, who have the talent and creativity under their roofs, to deliver more value to brands? Also, Yes.

“The competition is healthy and welcomed. Is it unfair for them to have had the proverbial ‘look under the hood’ of many agencies? Yes. Will it push agencies, who have the talent and creativity under their roofs to deliver more value to brands? Also, yes,” declares John Santiago. “Finally, we are starting to see more and more bespoke agency solutions. And we’re seeing the re-aligning of creativity and media distribution. I think that will help. But the agency business needs to never stop looking for ways to add more value to the brands they serve.  I think there are bigger threats to the traditional agency business model than consultancies like Accenture.”

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