Growth has become hard to come by for many industries around the globe, and uneasy political and economic environments have made it even more difficult for agencies as companies curtail their ad and marketing spending. In addition to the tough macroeconomic conditions, agencies are facing consolidation and increased competition -- even from outside their traditional circles. Combined, these elements all make it that much more important for agencies to demonstrate differentiation -- the special sauce that sets them apart. Creative and storytelling play a critical role in that, coupled with a serious commitment and proficiency around that data.
By David Hohman