Future for Agencies and Clients Will Focus on Partnerships
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Partnerships between agencies and clients in which both entities are working toward shared objectives are key for the industry’s future, said Andrew Bruce, CEO of Publicis Communications North America, during a panel at Advertising Week.
Mr. Bruce added that a “partnership feels so much more open” and allows the agency to become part of a client’s world and ambitions. “It’s a sign that we are more than an advertising agency and we are bringing more to [the relationship],” he said.
For example, he said Publicis Groupe has an opportunity to align itself with Walmart, which is “daunting, but exciting.” This summer, Publicis announced that it will create a new entity to house Walmart’s U.S. creative and in-store advertising, along with other pieces of business that do not involve advertising.
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