What does the agency of the future look like? Geomentum CEO Sean Finnegan took a crack at this much-bandied issue at DIGIDAY: ON MEDIA, outlining how he sees agencies adapting now that the shift from analog to digital media is in full swing. Finnegan notes that for all the talk of DSPs and APIs, the future looks quite a bit like the past in agencies getting back to basics with client service while at the same time modernizing their offerings and processes. “Everything I learned about agencies, I learned waiting tables,” he said, noting it meant juggling competing needs, impatient customers and variables that are bound to throw off plans.
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