Commentary

The Rise Of Tech Strategy

Representing a fundamental shift for Madison Avenue, relationships between media strategists and technology strategists are increasingly shaping agencies -- and driving consumer engagement -- according to Scott Neslund, President of digital shop Moxie. Technology is now a key agency component that didn’t exist (at least to such an extent) just a few years ago, Neslund says.

“Social listening,” for instance, is transforming agencies, according to Neslund. What used to take the shape of focus groups -- which lacked immediacy, and a certain earnestness -- has evolved into something real-time, and endlessly evolving. As a result, “You are always planning,” noted Laura Krajecki, Chief Consumer Officer at Starcom MediaVest Group.

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