The media landscape has been witnessing several dynamic changes. Throwing light on how the media agency of the future will evolve, Neil Stewart, CEO, Asia Pacific, Maxus said that virtual teams of people and groups of specialist skills will have to be put together in interesting ways to solve clients’ problems for the media agency of the future.
He added, “Our client servicing part of the business is absolutely in the front end, but if I look at the data side, the digital side and the explosion of digital channels, it is unrealistic to assume that every agency is going to be able to deliver every one of those special skills to every client consistently.”
According to Stewart, the agency of the future needs to be a lot less rigid, a lot more flexible, a lot more adaptive, which ultimately says the type of people that need to be employed should have all of those qualities as well. “We are moving away from the media agency buried in the back of the office,” he remarked.
With inputs from Saloni Dutta