Digital economy necessitates thorough filtering of agencies

Luxury Daily


The advancement of the digital economy and accompanying introduction of new channels into the marketing mix has segmented marketing agencies along two axes, according to a new report from L2.

While any consumer can tell you how much the Internet has changed the face of retail, the changes behind the scenes have been just as dramatic. In today’s digital economy, brands need to carefully weigh the specialty and reach of each agency before selecting a partner, as those that craft great omnichannel marketing campaigns do not necessarily have prowess across markets or in traditional media, and vice versa.

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