Now Reading: Agencies losing strategic role to Google, Meta, says ad executive
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Agencies losing strategic role to Google, Meta, says ad executive
Agencies losing strategic role to Google, Meta, says ad executive
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…
The Story in Brief
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.
The Indian Opinion
The article rightly points out a lopsided dynamic in digital advertising. But the narrative that platforms are usurping the agency role is one-sided. Agencies themselves have often settled for being execution partners, not strategic advisors. The real test will be whether brands start demanding independent audits of platform recommendations, and pay agencies for genuine strategy, not just campaign management. Until then, the seller will keep being the most trusted voice in the room.
Source: brandequity.economictimes.indiatimes.com
This story was synthesised by AI from the source linked above.
