Nowadays brands work with several or more agencies and even with freelancers at the same time. Because of the broad area of advertising and digital operations, marketers often need to quickly start cooperation with new agencies.

The advertising market is in the process of rapid transformation. In the recent past brands based on single agency relations for longer periods (often for several years). Now the situation is very different. There are a few reasons brands need to cooperate with many agencies and more often evaluate their performance. 

• Many marketing areas and specializations thanks to digital
• Smaller budgets but many projects
• The ability to calculate ROI per project
• Higher competition, more challenging markets

Before the advent of the digital revolution, advertising agencies succeeded thanks to brave creative directors who were able to fascinate the society and managed to keep stable relationships with clients. However, at present times this model is not working anymore.

Agencies can now access a wide range of data about consumers, in ways that were not thinkable just a few years ago. The digital world enabled the production of all kinds of data about its user, precious data that can help agencies in the creation of ad hoc campaigns. An insurgent concern for agencies is the public response: in fact, people are starting to be very annoyed by the increasing personalization of ads based on their data and taking action in order to block access and avoid ads. 

One more aspect that needs to be taken into consideration is the role of brands. Companies are becoming more and more demanding in terms of results from their campaigns, while also expecting to pay less. Marketers that hire ad agencies can take advantage of the fact that there is an enormous quantity of ad agencies all over the world, so they can choose the best offerings that suit their needs. 

If that is not enough to realize that the entire industry needs to face a deep change, companies have to conform to Google and Facebook ad delivery systems and adapt to the use of technologies such as automation and machine learning. There are expected to remodel 80% of agency jobs by 2030 according to research firm Forrester.

On the bright side, one certainty is that printed ads will never completely disappear but they are definitely being minimized. Companies are preferring online ads compared to newspapers, radio or TV commercials. 

All in all,  the advertising industry has become a “very complex, sprawling marketplace” and this is why agency platforms are the solution to facilitate everyone’s work. Platforms, in general, are a type of business that enable transactions between multiple parties, allowing exchanges usually between producers and consumers.

In everyday life platforms are constantly used to satisfy our needs, some of them are already well deep-rooted in our lifestyle: we move across the city with Uber, we plan holidays with Booking or Airbnb and we buy all sorts of things on Amazon or Alibaba. 

Platforms are marketplace with two sides, that need to be taken care of by meeting the interests of both parties in order to develop a strong community. This means inviting consumers with competitive offers but also encouraging the participation of producers by protecting their rights. 

An agency directory can save both agencies and brands a lot of time and effort otherwise spent in research. Of course, it must be remembered that every directory is different and that is the reason why you should read our reviews and choose the best for you.