Research related to broad trends in Advertising / PR / Strategic Communications Industry trends and changes in business, specifically the impact of digital on traditional agency models.
· How has the advent of digital communication including direct-to-customer and social media, impacted traditional agency revenue models
· What new kinds of agencies and marketing partners have emerged as a result of these changes
· What has been the roles and behaviors of the big holding companies (Omnicom, Interpublic, etc.) in the last 20 years to cope with these changes
· How has advertising talent (creative, media, strategy, etc) responded to the evolving agency marketplace