The Agency of the Future by Anatoly Roytman, Managing Director and EALA Lead, Accenture Interactive
Agency business models have always evolved – but that evolution needs to catch up quickly with the ecosystem of 2017. Demands for trading transparency and measurement clarity demand a redefinition of what agencies are paid for – and how that performance is measured. Dependence on new technology platforms and the importance of data ownership bring new commercial considerations with them. What does a sustainable and correctly incentivised agency model look like?