Tech, consulting capabilities are more important than ever before
Holding companies have adapted; Omnicom Media Group developed a custom Amazon interface that allows its agencies to quickly cancel or redirect ad buys in a crisis scenario when a product like toilet paper isn't available, and North America CEO Scott Hagedorn said potential clients have asked how Omnicom could automate this process.
MediaLink's Sharp sees more demand by marketers for consulting on short-term projects, like adjusting to Apple's new mobile ad tracking policy.
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