When you Google “What clients want from their agency,” knowledge of their business and development of a successful strategy consistently appear in the top five criteria, regardless of source. Media strategy out-polls media buying and even creativity. This opinion has evolved over the past several decades. In the 1970s it was continuance of creative dominance; in the 1980s the answer was a decade of mergers and media buying clout; in the 1990s it was emergence of optimizers and auditing buys; in the 2000s it was modeling and programmatic buying, and most recently in the 2010s it was and continues to be digital preeminence and big data.
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