The future of advertising isn't advertising: Take 2

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What will agencies look like in the future? Well, check out where they're going now, says John Bell, in his post on The Digital Influence Mapping Project. Here, he responds to assertions that agencies are reassembling around social media—he agrees with this, by the way—and extends that with his own assertion: that agencies will dramatically shift from "marketing mix-thinking" to reflect true consumer behavior around social and digital. Tomorrow, he says, it likely will be the effect social media will have on the entire enterprise.
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