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数字技术的发展对广告公司产生了巨大的影响,这一问题引起广告界业内外人士的普遍重视。笔者通过对我国具有代表性的广告业界从业人员的深度访谈及进一步研究,指出:用营销传播机构来称呼当下的“广告公司”更为恰当;当下的营销传播机构的价值已实现全面升级;技术成为营销传播机构的核心竞争力。而依托互联网平台,更有利于广告产业提升产业价值,真正成为我国文化产业的重要组成部分。
The development of digital technology has had a huge impact on advertising companies. This problem has caused widespread concern among people in and outside the industry. Through in-depth interviews and further research on the typical representative of the advertising industry in China, the author pointed out that it is more appropriate to use the marketing communication agency to call the current “advertising company”; the value of the current marketing communication agency has been fully upgraded. Technology has become the core competitiveness of marketing communications agencies. Relying on the Internet platform, it is more conducive to the promotion of industrial value in the advertising industry and truly become an important part of China’s cultural industry.