The Media Agency Shift – Genius Monkeys Assessment
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Looking back 20 25 years ago, you simply could not get your commercial on TV, your ad on a billboard, or mailers sent out to your audience without going through an advertising agency. They were the end-all-be-all for anything you needed in marketing and there really was no other option. But the advertising landscape has changed dramatically in the last couple of decades, thanks in no small part to new technologies and more recently a worldwide pandemic that changed how many companies prioritize resources.
The media agency is going through a paradigm shift. Here is our assessment of where we are and where we are going.
The COVID Effect
In 2013, around 58% of marketers had transitioned to in-house agencies in an effort to cut costs and middlemen. When the pandemic hit in ...