The change that Facebook, and all social media, is having on media, isn’t actually fully appreciated by agencies, according to AKQA CEO Tom Bedecarre. That means agencies will need to make hard choices, he told attendees at Digiday Agency in Los Angeles, including the need to sometimes go beyond their core areas of competence and into new services like moderation and social content creation.
“Part of of it is a competitive thing,” he said. “Once all those people are in the door we see it as a competitive threat. They’ll say why don’t we move up the food chain.”
Watch the full interview with Bedecarre in the video below and follow him on Twitter at @tombed. See more videos from the show, including a discussion of digital creativity with Deutsch LA digital group creative director Jerome Austria, at the Digiday Livestream page.
More in Marketing
How the MAHA movement influenced food and beverage brands in 2025
The MAHA movement has come to stand for different things in different people’s eyes, depending on which initiatives they most closely follow.
Why Georgia-Pacific is turning its programmatic scrutinty to the sell side
The company is turning its attention to the sell side, zeroing in on the ad tech firms that move inventory for publishers — the supply-side platforms.
Future of Marketing Briefing: Why ‘just good enough’ is generative AI’s real threat to marketers
When characters and mascots are allowed to live inside generative systems, they stop being event-based and start becoming environmental.