This post was originally published at beet.tv
COLOGNE — Sixty percent of Starcom MediaVest’s business in the EMEA region now comes from digital content and data analytics, which is a fundamental shift from even five years ago, according to Iain Jacob, SMG’s EMEA president.
“Fundamentally the agency model is changing, and if you’re not disrupting yourself, somebody else is going to disrupt you,” says Jacob in an interview with Beet.TV recorded earlier this month at the DMEXCO conference.
Jacob also observes that agencies need to be in the technology business.
Author : Cotton Delo