Seismic agency transformation inevitable: PwC

A new report has suggested significant changes await media and creative agencies in the next five years, and (surprise, surprise) data and content will be driving the transition.

The latest PricewaterhouseCoopers (PwC)Australian Entertainment and Media Outlook 2012-2016 has argued both media and creative agencies face significant change as advertising, content and analytics come together.

The report states: “There are opportunities for agencies to act as digital marketing and brand consultants, guiding their clients with insights into opportunities around the aggregation of data, socialisation and content – particularly as the historical distinction between traditional and digital disappears.”

Meanwhile, PwC has suggested agencies are beginning to deal with a fourth marketing category which sits alongside paid, earned and owned.

“A fourth category is emerging – 'managed' advertising (the orchestrated use of social media, such as engagement via bloggers).

“Everything that agencies do for their clients now has an embedded digital component and agencies are directing clients' attention toward output measures such as earned/unpaid media reach, and purchasing intentions.”

Meanwhile, the report has suggested entertainment and media companies have begun moving away from a siloed approach which separates digital as an adjacent operating unit.

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