Media agencies are under fire from a number of fronts, but they aren't taking the existential threats to their model lying down.
Marketers continue to complain about a lack of ad buying transparency from their agencies.
In fact, they are vowing to fight off disruption — often by building out new services and divisions that go beyond just buying lots of ad space.
Agencies, including UM and Mindshare, have set up business intelligence groups and agile development teams, to help clients tackle broader business problems.
UM, for instance, has established a team with over 500 people globally whose primary job is to analyze data and apply it to clients' media plans, according to global CEO Daryl Lee.
"It helps us combine AI with real human insight and get deep insights at scale," said Greg James, global chief strategy officer at Havas Media.