With evolving digital capabilities and business needs, brands are increasingly moving core media capabilities in-house. The good news for agencies is that this wave of functional in-housing isn’t ending brands’ relationships with agencies— it’s revolutionizing them.
Instead of focusing on the time-consuming tactical campaign implementation and reporting, agencies are reassuming their rightful places as strategic advisors to their valued brand clients. One of the main ways they’re doing this is by delivering unique, actionable audience insights that provide the basis for meaningful persona development, campaign execution, analytics, and more.
In this paper, we’ll take a look at how agencies can use consumer data for five key use cases: