# Agencies losing strategic role to Google, Meta, says ad executive 2026-08-08T10:51:03+00:00 | Business & Economy | Indian Opinion Desk Corroboration: 1 independent outlet Mihir Mehta, writing in ET BrandEquity, argues that brands increasingly treat recommendations from Google and Meta as independent strategic advice, even though these companies are media sellers. He says agencies are expected to be accountable for outcomes while their authority is diluted. 'A recommendation from a platform sales team can override months of planning,' Mehta writes. He notes that agencies see the entire marketing ecosystem, while platforms only see themselves. The irony, he says, is that agencies often know the brand better but their advice is second-guessed when a platform suggests spending more money. ## Coverage - brandequity.economictimes.indiatimes.com Tags: advertising, brand strategy, digital marketing, Google, media agencies, Meta Canonical: https://indianopinion.org/agencies-losing-strategic-role-to-google-meta-says-ad-executive/ License: Summary and commentary (c) Indian Opinion, reusable with attribution. Facts belong to the linked sources. Cite: https://indianopinion.org/agencies-losing-strategic-role-to-google-meta-says-ad-executive/#story-in-brief Review state: restored archive article, accurate at time of publication, not offered to search indexes.