Summary
Over the past five years, digital has defined "what's new" from agencies, and marketers have moved substantial budget to social, mobile, and customer relationship management (CRM), to the tune of $50 billion in digital ad spend in the US alone and just shy of €20 billion in Europe in 2013. But what were new practice areas for agencies in 2008 are now table stakes for firms that want to compete for a strategic slice of large company marketing budgets. This report will review the agency landscape circa 2013, identify what marketers will find compelling, and recommend how they should evolve their agency roster.
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