Big brands such as McDonalds and Proctor and Gamble are demanding that their various agencies start to offer integrated marketing plans.
This is creating internal conflicts between the “old school” (creative) and “new school” (analytics).
Big agencies such as Publicis Group now generate more than half of their revenue from digital.
Brands doing more. Proctor and Gamble ran their own creative tests and started requesting changes down to the size and location of the logo.