The Challenge Before Ad Agencies

Today, I used this plot below to explain to CEO of a top advertising powerhouse in Africa on the challenges before his industry. Before the dawn of ICT utilities like Facebook and Google, ad agencies and publishers were the gatekeepers of news. People need news for different reasons. And to reach people (the consumers), brands went to the publishers and ad agencies. The ad agencies have always worked as feeders to the publishers. But with the arrival of the ICT utilities, a massive dislocation is happening: brands are now reaching customers without going through ad agencies and publishers. Power has … Continue reading The Challenge Before Ad Agencies