LEADERSHIP
30 agencies for clients , and the newcomers were viewed with some scepticism .
Things look very different now . Paid ads aimed at a mass audience still have a part to play in brand building , but owned and earned media have moved up the pecking order as a strategic driver for business growth . It feels like there ’ s a new order ; media agencies now sit firmly at the top table , and with data in the mix , we ’ re in a position that can only get stronger .
Has digital culture affected IPG Mediabrands across Europe , the Middle East and Africa in different ways ? Our business is made up of multiple experts . The specialists – a coder or data scientist , for example – may be required to support a client project anywhere within the network , and that may be remotely or on the ground . The key thing is you need to be agile enough to call on this specialism at short notice .
Digital skills translate into any regional market and what digital culture teaches
JANUARY 2020