Is Brand-Agency Disintermediation a Problem?
In his recent Digiday article Brand-Agency Disintermediation Isn't the Real Problem Traction CEO Adam Kleinberg sets forth that for the brand-agency relationship, "The value has shifted — and continues to shift — but it hasn't diminished."
Written as a response to Giselle Abramovich's recent Digiday piece 5 Ways Brands Are Cutting Out Agencies , Adam focuses on the trends of brands teaming with service-driven content creators, moving marketing disciplines in-house, getting closer to startups, recruiting data scientists, and dipping into the agency pool to conclude that:
"At the end of the day, brands will always have challenges that require objectivity, strategic thinking, creativity, experience, expertise — and, yes, service — to solve. Agencies that are willing to adapt will see shifts in their business but will not have a problem adapting. Those unwilling to change simply won't exist."
Who says you can't teach old dogs new tricks—well, in our case it was a trick we already knew.
Traction has been named Interactive Agency of the Year by BtoB Magazine.
Traction CEO Adam Kleinberg was recently quoted in the Direct Marketing News article Microsoft's Xbox Runs 360s Around Sony's PlayStation 3.