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SXSW 2017

The Great Debate: Agencies vs. Consultancies

What’s the future of digital marketing? One view held by traditional agencies say creativity is the “secret sauce” of marketing sought after by the world’s top brands. Moreover, agencies have invested heavily in digital technologies and talent enabling them to transport their creativity into new realms for their clients. The contrarian view is that digital requires a complete transformation of brand marketing, and data drives creativity and messaging. In this view of the future, ad agencies will be replaced by strategic consultancies, that combine business strategy with technology implementation and creative execution. These opposing views of the future lend itself to The Great Debate panel.

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  1. What does the future of digital marketing look like?
  2. How will digital marketing services be delivered to brands?
  3. What are the weaknesses and strengths of traditional agencies and consultancies?



Andy Main, Chief Exec, Deloitte Digital

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