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In this volume of our biannual trend publication, we explore the theme of Evolution. Agencies, consultancies, brands and other industry thought leaders largely agree that 2016 is shaping up to be an evolve- or-die year. Or, to put a positive spin on it, we might say it’s a year to thrive through intelligent adaptation. While some agencies are going the way of the dinosaur, a forward-thinking cross-section of shops are reporting increased revenues and profits by partnering with clients in new and innovative ways, by bringing their own IP to market and more.
Other industry players need to evolve as major shifts in the way consumers use technology, consume media and engage with the world around them are forcing massive changes.
Throughout the 2016 editions of The SoDA Report, we’ll explore top trends and behaviors that leading practitioners in our industry won’t be able to ignore as the year unfolds, and we’ll cast a spotlight on brands, agencies and individuals who are flourishing in this environment. Within Modern Marketer, Industry Insider and via our Digital Outlook Study (conducted in partnership with Forrester Research for the first time), we’ll also explore how the landscape of creativity and the modus operandi for agency-client relationships are shifting in radical ways.
Spurred by rapidly changing consumer expectations and behaviors, agency-client partnerships are expanding in incredibly exciting ways beyond the marketing realm to include business strategy, R&D, product development and customer service. We are so proud of the growth and development of The SoDA Report over the past year.
The annual SoDA Report looks at the digital marketing Outlook for 2016 and provides a 2017 forecast as well as a snapshot of client-agency relationships. recommended reading for digital agencies and marketers. 9/10