品牌数字化的转变,媒体的碎片化,以及数字时代里消费者在数字、模拟或者固定、移动之间不再有明确的区分,在复杂的媒体环境中设计消费者完整的品牌体验日益重要,原有的创意、媒介、数字、公关、广告之间的“界限”被打破,品牌再一次有了从细分到整合营销的趋势需求。当媒体环境和客户需求发生了变化,如果代理公司固守自己原有的业态,帮客户创造的价值越来越低,就会逐步失去盈利的能力,很有可能被淘汰掉。这意味着,代理公司必须重新安排自己的战略。只有改变,才能应对不断变化的市场。 With the digital shift in the brand, the fragmentation of the media, and the clear distinction between digital, analog or fixed mobile among consumers in the digital age, it is increasingly important to design consumers’ complete brand experiences in a complex media environment. Some creative, media, digital, public relations, advertising, “boundaries” are broken, the brand once again has the trend from subdivision to integrated marketing needs. When the media environment and customer needs have changed, if the agency stick to their original format, to help customers create lower and lower value, it will gradually lose the ability to make profit, it is likely to be eliminated. This means that agencies must rearrange their strategies. Only change to deal with the changing market.