Advertising agencies have always been known by their ability to create amazingly creative campaigns. Its how they’ve built reputations and how they’ve won business.

While creating campaigns are still a critical component of what agencies are expected to provide, market needs have evolved and brand teams are now looking for agencies to be much more than campaign factories. Agencies face a new world in which their long-term survival will be dependent on how much value they bring to moving the business-side of a brand forward.