Advertisers are increasingly questioning why agencies should be paid to do work they can undertake themselves. The direct contact between marketers and Deloitte has prompted some firms, including Deutsche Telekom, to opt for a hybrid business model, while agencies such as WPP, which has already tried to subdue fears of disintermediation, face a growing threat from disruptive programmatic technology being developed by IBM, Facebook and Google and Accenture.
Advertisers are increasingly questioning why agencies should be paid to do work they can undertake themselves. The direct contact between marketers and Facebook and Google has prompted some firms, including Deutsche Telekom, to opt for a hybrid business model, while agencies such as WPP, which has already tried to subdue fears of disintermediation, face a growing threat from disruptive programmatic technology being developed by IBM, Deloitte and Accenture.