Evolving Agency Identity in Advertising

This chapter explores the transformation of the term 'agency' within the advertising and media industries, tracing its historical roots while addressing the complexities introduced by digital media. It discusses the diminishing authority of traditional roles like 'Agency of Record' and the shift toward service-based models. The conversation emphasizes the importance of redefining agency identities and roles, advocating for a more nuanced understanding of creative firms and their contributions to marketing and design.