Agency-Client Relationships Must Shift Radically: 2016 SoDA Report

While some agencies are going the way of the dinosaur, a forward-thinking cross-section of shops are reporting increased revenues and profits by partnering with clients in new and innovative ways.

Agencies, consultancies, brands, and other industry thought leaders largely agree that 2016 is shaping up to be an evolve-or-die year. Or, to put a positive spin on it, it’s a year to thrive through intelligent adaptation. While some agencies are going the way of the dinosaur, a forward-thinking cross-section of shops are reporting increased revenues and profits by partnering with clients in new and innovative ways, by bringing their own IP to market, and more. Other industry players need to evolve as major shifts in the way consumers use technology, consume media and engage with the world around them are forcing massive changes.

Thus, it is fitting that the latest edition of the biannual “SoDA Report,” now in its seventh year, explores the theme of evolution. (You can read more about SoDA here.) Within the Modern Marketer and Industry Insider sections, and via SoDA’s Digital Outlook Study (conducted in partnership with Forrester Research), you’ll learn how the landscape of creativity and the modus operandi for agency-client relationships are shifting in radical ways—beyond the marketing realm to include business strategy, R&D, product development and customer service.

Click here to read the report. You can also view the full slide show below or on SlideShare.