Abstract

The short case study discusses the new business models being adopted by ad agencies across the world in response to the changing scenario in the advertising industry. It describes the various reasons why the ad agencies are adopting these new models, and also mentions some of the new businesses started by the agencies. The case study also briefly discusses the benefits and the risks associated with these initiatives.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• New business models
• Changes in the advertising industry
• and Brand creation.

Keywords

Advertising agencies, Zag, Bartle Bogle Hegarty (BBH), intellectual property (IP), Pick Me, Anomaly, Erasmus, Crispin Porter + Bogusky, ad creative services