An article in this morning's CityAM - Beyond digital: What will the future look like for marketing services? - looks at the role of advertising agencies as buyers are bypassing intermediaries to go direct to manufacturers.Disintermediation it says raise new challenges for the sellers who don't have the customer relationship expertise. Maybe in future advertising agencies may need to develop their own algorithms just as Google has done which automates much of the advertising space buying and planning role to meet customer needs and responsive to customer data. Isn't that what the stock brokers have done for automatic trading and look what happened.
The City AM piece prompted by Sir Martin Sorrell's - The 10 Trends Shaping the Global Ad Business published on LinkedIn where power still centres on New York but shifting, East, South East and South and a shortage of talent is flagged up. The head of WPP must know something to warrant a proposed 70% salary hike to £70million p.a.!
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