The advertising agency. Maligned and mocked. Its obituary has been written countless times. Its sheen of mid-century cachet long diminished. Brands are taking business and talent in-house. Ad-tech platforms and vendors line up to tell CMOs that they don't need to spend money on agencies any more; that they can move the funds they used to spend on Friday night beer carts and hip offices for agencies of record on more working media to help them achieve their ever more aggressive objectives and hold on to their jobs. What's more, it now looks like many major agencies have been pocketing commissions in return for booking media without telling their clients. Yikes. And yet, in spite all these pressures, I believe that there is a future for advertising agencies, and that future is based on the work of the digital strategist.
