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
CMO Strategies: A guide to display ads — benefits, obstacles and trends
The third installment of Digiday’s 2024 CMO Strategies series examines current investment in display advertising, as well as the business strategies and challenges associated with this marketing channel.
‘It’s in Google’s best interest’: Sources urge more formal Privacy Sandbox legal terms
Some even ponder the benefits of regulating web browsers, just like a public utility.
Why angel investor Matthew Ball still believes in the metaverse
Matthew Ball’s 2022 book “The Metaverse: And How It Will Revolutionize Everything” was a national bestseller in the U.S. and U.K. On July 23, he plans to publish the second edition of the book.