A few months ago, AdAge published a brilliant article canvasing the tech/media/agency/consulting/brand ecosystem. It was written by Alexandra Bruell, and titled "The Agency of the Future is Coming. Are You Ready?" The first line grabs you by the collar, "WINTER IS COMING."
For those unfamiliar with Game of Thrones speak, this means ALL HELL IS ABOUT TO BREAK LOOSE. Companies are spending $275 Billion a year in creating content, buying $65 Billion in US Digital Advertising and $200 Billion in total US Ad spend. Brands are now changing and re-thinking who they use to create and distribute their content.
CMOs of giant brands like P&G, Pepsi and Coca-Cola are "looking for a higher degree of consolidation to make integration and interdependence more effective" (Marc Pritchard, CMO of Proctor & Gamble). Brad Jakeman, President of PepsiCo explains the main driver for this massive shift: