There's more to the digital and social revolution than programmatic media, online videos, data analysis and overnight billionaires. There's something else, and it's called an avalanche of workload. Ad agencies are drowning in deliverables. Scopes of Work are out of control. Advertisers are experimenting, experimenting, experimenting with out-of-scope digital and social deliverables, and agencies are overwhelmed with the amount of work they have to get out the door on a daily basis. The Digital and Social Revolution is turning ad agencies into high-volume ad factories, cranking out massive numbers of low-value deliverables in a quest to fill up digital and social channels. It's a world characterized by "content" and "quantity." Adaptations abound; originations are far and few-between.
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