The Agency, The Media Co.

Advertising Agencies are evolving. What they are evolving to looks quite familiar...

It’s a new and fractured trend in the agency world. Even as publishers have barreled toward building out agency capabilities, agencies are starting to dip a toe in media.

“Everyone wants to be a media company,” said Ezra Kucharz, a consultant and the former president of digital media at CBS. “People are looking for initiatives by scale. A production company or agency does not scale.”

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