By Maeve Hosea

The relationship between brands and their agencies is coming into sharp focus as budgets get leaner, technology evolves, channels fragment and consumer dominance rises.

As brand owners strive to stay abreast of these changes and work out how best to engage consumers, marketers need agencies to be increasingly flexible and think across disciplines.

As a result, “the role of agencies is changing”, says Anna Hill, CMO at The Walt Disney Company UK and Ireland. Previously, a brand would call on agencies according to their specific need, whether it be experiential, digital or social, but as everything is now so intrinsically linked Read full story ›

Source: Marketing Week