With automation becoming more and more powerful, what do you think will be the role of a media agency 10 years from now?

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Posting as :
works at
You are currently posting as works at

Pretty much what you do now, except you won’t be doing it.

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Strategy. analysis. client management. experimentation. lunch.

likesmart

all of the above... but also understanding how automation works. You can't just walk into a pitch and say "automated reports" without knowing how to build one. You can't say "machine learning to get automated insights" without knowing how it works.

Humans will still be relevant in an advisory kind of way - this is and always has been the role of an agency.

BTW, Automation isn't powerful - SQL, python, R are old tools. it's computers becoming more powerful and these tools are more democratized.

likesmart

Integrating Systems (like Salesforce's and Adobe ad manager) to make more informed buys across channels, i.e. connected/addressable TV, Understanding how programmatic buying fits into the consumer UX journey, etc.

smart

Like a lot of this industry, you will need to be cheaper than the competition. Otherwise you will Barton Graf.

*lean, not cheaper.

if you can do it with less bloat, you've already won.

The trick is not to engage in a race to the bottom, but to operate lean and hire only when you need to. The FTE model needs to go away, and we need to have this idea that less can sometimes mean more.

smart

Wall Street was trader...

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