Advertising Agencies: Challenges and Solutions in a Changing Marketing Landscape

Advertising agencies used to operate in a more predictable world. Media buying followed fixed seasonal cycles. Creativity reigned supreme. And the relationships between agencies and clients often spanned decades. But the digital revolution has redefined these dynamics. With platforms like Google, Meta, and Amazon controlling how brands are discovered and engaged, agencies must now balance creative vision with deep platform expertise, real-time analytics, automation tools, and constantly shifting algorithms.