Agencies Enter the Facebook Era

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.”