Disrupt or be disrupted
It’s official: the advertising industry has been disrupted
It’s official: the advertising industry has been disrupted. The fact that the top 10 agencies in a recent Ad Age report were companies that have not traditionally been part of the ad industry says it all. And at this year’s Cannes Lions Festival of Creativity, arguably the most significant advertising award show of the year, traditional ad agencies were competing against the likes of Accenture, IBM and Deloitte rather than other advertising agencies. Consulting and technology companies are reshaping the industry at a rapid rate, and traditional media agencies are starting to feel the pinch. Reflecting on what he learned at Cannes this year, Ran Neu-Ner, co-CEO of the Creative Counsel group, says consulting companies – which are often part of the value chain before ad agencies are brought in – are increasingly encroaching on what used to be the turf of ad agencies.
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