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Why Publishers Are a Huge Threat to Ad Agencies
By: Contently
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Back in the days of Mad Men, agencies were bulletproof institutions. Nobody had to question how things worked. Account managers dealt with clients, creatives created, and everybody smoked. But once the digital revolution hit a few decades ago, the traditional agency model splintered into an array of concentrated niches.

In this age of specialization, you can find agencies that focus solely on placements or digital or email marketing. But few of those niches offer as much value as content marketing. Every brand wants to be a publisher. Meanwhile, legacy publishers have started creating in-house studios, born out of journalistic roots, to meet branded content needs. The move is working; some of these agencies at places like The Atlantic are becoming full-service shops in their own right.

“Agencies have always tapped into the ecosystem of the most creative people, which used to be within their four walls and [clients’] four walls,” Marc Mathieu, CMO of Samsung USA, told Contagious last year. “Today it’s much more diverse.”


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About the Author
This article was first published by Contently.com. A link to the original can be found at the bottom of the post. www.contently.com
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