Should Marketers Diversify, Consolidate or Uberify?
‘Uber’ is probably the buzzword of the year, and it’s not just about getting rides. Now marketers are being told to consider the Uber model when looking at agencies. It’s not just about creative vs. digital, or above-the-line vs. below-the-line vs. through-the-line. It’s about getting the best bang for your buck and keeping things fresh.
Ad Age looks at the future of agencies in this article by Jack Neff, drawing arguments both for and against from recent talks at Cannes by people like Kimberly-Clark Chief Marketing Officer Clive Sirkin, Keith Weed, Unilever’s chief marketing and communications officer, and Mondelez CMO Dana Anderson.