Agencies have to promote new age digital economy brands. An increasing portion of revenues come from new age brands. Some such brands are Meta, LinkedIn, Etsy, Force Motors and Sleepyhead. There are several digital-first brands such as Spotify, PhonePe and CarDekho..

Companies approach agencies to exploit a business opportunity or solve a problem or to understand how best they can achieve a defined business objective. Brands expect agencies to go beyond campaigns and communication tasks. They seek integrated solutions.

Agencies now offer expertise spanning content, e-commerce, design, influencer marketing, celebrity management, media, data etc. Agencies do consulting work for several brands.

They can roll out regional units who do research across specific markets to understand consumer behaviour. The solutions are thus customised.