As more and more brands, using empowering new ad tech and marketing software, begin to\u00a0perform some of the functions of their media agencies,\u00a0what will be the impact on those agencies?<\/p>\n
“I frankly don’t know,” ad company GroupM’s chairman Irwin Gotlieb<\/a> tells Beet.TV in this video interview.\u00a0“Most agencies were truly agents on behalf of a client. The world has moved along quite\u00a0a bit.<\/p>\n “As soon as clients began to nudge us in to guaranteeing performance, in to putting our remuneration at\u00a0risk in return for performance criteria … I think many of us ceased to function as agents do.<\/p>\n “If one were to fast-forward\u00a0for five years, the fundamental nature of what we do \u2026 is a major question.”<\/p>\n Gotlieb\u00a0was interviewed by Beet.TV at the 4As’ (American Association of Advertising Agencies) Transformation 2015<\/a> event in Austin, Texas. Our coverage is sponsored by Videology. Please find more coverage from the conference here<\/a>.<\/em><\/p>\n