What Ad Agencies Should Be Doing to Demonstrate Their Value in 2022

They're fighting against the commoditization of their work

What’s the purpose of an ad agency? It’s a bit of a loaded question for agencies and industry observers. Agencies are so much already, and in 2022, they will continue to expand their services to creatively solve their clients’ business needs through marketing. There are 13,000 ad agencies in the U.S. alone, doing everything from creating TV spots to buying the TV spots (and buying across a continuously expanding litany of media channels), not to mention social commerce and out-of-home advertising. There’s even a metaverse agency of record now.

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This story first appeared in the Jan. 3, 2022, issue of Adweek magazine. Click here to subscribe.