As clients become increasingly digitally-savvy, the need has arisen for a unified approach across owned, earned, paid and shared media in the digital space. By breaking the norms of the traditional marketing structures, where agencies are relegated to working on very specific tasks with blinders on, there is a new movement to deliver the full spectrum of digital marketing needs and capabilities, united by a connected strategy. This is the logical next step for the industry and agencies need to shake the foundations to deliver leading digital consumer experiences for their clients and network partners.

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