Technology, programmatic and the shift to analytics-driven marketing has undoubtedly changed the nature of the modern day advertising agency. Now, as the industry enters a predominantly digital-first world, new data driven capabilities hold agency performances to a new, measured standard; one that challenges brands to develop deep and meaningful connections with audiences.
During Advertising Week Asia, the Agency Track will tackle the notion of the ‘agency of the future': what challenges and changes will be thrust their way, and more importantly, how the modern agency can ensure it accurately reflects the changing priorities of the industry as a whole.
In “Can FinTech Raise a Communication Revolution?,” panelists will discuss the “communication revolution” and how when we buy goods and services, we also rightfully settle the payment, therefore allowing for a new communication approach to breaks through.
In “The New Fan Experience,” presented with McCann Worldgroup, industry experts dive into how marketing has moved from “live” to “living,” and what impact it has on the experiences fans and sponsors expect and require.
In “Does AI Dream of Electric Money,” attendees will get a first-hand look at how AI, big data and creativity are transforming the physical spaces we occupy and move through, and how cognitive computing approaches helps us to better understand people and their needs.
In “Competition or Collaboration? Agencies vs. Consultancies in The Digital Field,” experts explore the changing dynamic between consulting and advertising companies, and the reality behind their so-called “competitive” relationship.
Finally, in “Age of the Modern Masterbrand,” panelists discuss the new paradigm of transformation and what it means to be welcomed into the new age of the modern masterbrand.
For more about the official tracks, featured speakers, and programming events, head over to the official AWAsia calendar!