In advertising, there is now competition between big media agencies and tech companies. Both behave differently. A global pitch tends to go big media companies,

There is competition between ad agencies and consultancies. Consultancies specialise in project work and analytics. Agencies will have to develop deep relationships with clients by understanding the strategies to be adopted by them for their business. Agencies must have good talent profile to do so.

A tech company has an advantage over an agency. A lot of people could serve a client. The client executives know the domain. They organise verticals so that they coalesce.

Some agencies are reactive but this depends on agencies. Though they are not a tech company, they too are driven by data and technology and tools.

Clients have become sophisticated. They have a good understanding. They have in-house teams, Agencies have to add value and they have to reinvent.

Digital too is measurable. It is as measurable as you set it up to be. In search, the digital metrics are clear. To get the effectiveness of display and video, and thereafter trading online and offline, the measurement should take notice of these. First understand what you are measuring.

It is desirable that agencies move away from briefs and campaigns but it is difficult to do so. It is easier for the right talent profile.