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JEAN-PHILIPPE MAHEU: I think agencies need to realize that
their world is changing and that the best way to create
successful campaigns is, number one, to listen to
consumers very actively and to leverage digital data that is
numerous and very diverse to help
generate consumer insights.
So that's number one.
Number two, agencies need to realize that they need to
think of the value exchange as part of their marketing and
communication strategy, not just about messaging, but also
about engagement and the value exchange.
Number three, agencies need to realize that understanding
technology, and adapting technology, and growing your
technology competency in agency is not a nice to have,
it's a must have for every agency that wants to succeed
over the next 10 years.