Agencies is going to change their role

Traditional ad agencies are going to change their role in the advertising world according to Publicis Groupe CEO Maurice Levy and Dentsu Chairman-CEO Tateo Mataki. Mr. Mataki said Dentsu is increasingly looking to become entrepreneurial in ways that allow both it and advertising clients to capitalize on brands and then share profits from developing new revenue streams instead of just relying on fees from doing traditional advertising.

There still remains a big role for agencies in the market, just a different one.

The new model of the agency will work like an eco-system. Everything has to fit and contribute 'rationally': the understanding and knowledge of the consumer, how he/she interacts with society, the understanding of the product, the brand, the competition, the 'marketing-mix,' media and non-media channels, and above all the idea. The agency will increasingly look at creative that doesn't just talk to a consumer, but enables interaction between consumers and marketers.
We can tell that the agencies are trying to make their business more systematic and rational. Not only by building good relationship with their partners but also building a relationship with their target consumers. In today’s new knowledge-based world, the Ad market is no longer as you do something, sell them and make money of that. It is more critical on target reaching and market strategy. To have these relationships with partners and consumers, the agencies may guarantee their long term and stable cooperation profits.