Understanding the agencys role in todays marketing ecosystem [Video]

The marketing ecosystem has proliferated over the past decade, and that trend is not subsiding. Modern agencies must understand the essential shifts taking place and adapt to changes in the global technology market to evolve and thrive. Instead of thinking about themselves solely as execution-based third-party providers, agencies need to drive innovation and value creation by leveraging the unique tech and objective data access they provide.

In the first segment of our Leadership Link series, Carla Bourque, CEO of Rebrandly, discussed these changes and their impact with Michael Kaplan, Director of Agency Business Development at Google. In their frank and provocative conversation, Bourque and Kaplan examined what 2025 trends will matter and how agencies can transform their business model and redefine their value as growth partners instead of cost centers. They also discussed what it takes to make those changes at scale.

Rebrandly and Google, in conversation, illuminate the evolution of agency/partner relationships, the …