As agencies merge, agency brands may wane in importance

As holding companies combine agencies — a trend that’s likely to continue given the ongoing squeeze of the current economy — the importance of the individual agency brand may be waning. October 25, 2023 [PRESENTED BY]( [As agencies merge, agency brands may wane in importance]( As holding companies combine agencies — a trend that’s likely to continue given the ongoing squeeze of the current economy — [the importance of the individual agency brand may be waning](. Additional coverage: - This week’s [Digiday+ Future of TV Briefing]( looks at the prices — plural — that Amazon is asking advertisers to pay for Prime Video’s upcoming ad-supported tier. - The National Basketball Association's 2023 season started on Thursday and — for the first time — [the league is using generative artificial intelligence in its marketing mix]( to streamline creating content. - Spotify is on track to [break even on its podcast business by next year](, Spotify CFO Paul Vogel said during the company’s third quarter earnings call on Tuesday morning. - Exactly [how AI is being used for mentorship]( varies wildly. Among the more common use cases are predictive AI tools that match mentors and mentees within organizations, which traditionally has been a bit of a hassle for companies to accomplish. - ICYMI: [How senior leaders are challenging workplace dress-code traditions](. Other things to know about - Just announced: Dermalogica, Audible, Zappar and Mastercard are among this year’s Greater Good Awards winners. View all of the winners [here](. - Publishers are relying on customer data platforms and other technologies to [unify audience and customer data information]( to strengthen and diversify campaign performance for their advertising partners. Sponsored by Piano. - As the industry struggles with targeting via user data, advertisers are [finding success in focusing on contextual advertising]( based on content rather than an individual’s personal information. Sponsored by Channel Factory. Top Stories Ivy Liu [Agency Culture]( [As agencies merge, agency brands may wane in importance]( As holding companies combine agencies — a trend that’s likely to continue given the ongoing squeeze of the current economy — the importance of the individual agency brand may be waning. howdy! [Business of TV]( [Future of TV Briefing: The prices Amazon is pitching to advertisers for Prime Video]( This week’s Future of TV Briefing looks at the prices — plural — that Amazon is asking advertisers to pay for Prime Video’s upcoming ad-supported tier. SPONSORED BY [Logo] [Why influencers are the ultimate playmakers]( [img] With nearly 160 million people watching live sports at least once a month, the singular power of sports content is undeniable. However, as social media — and influencers — rewrite the playbook on how fans connect to the teams, players, games and sports moments they care about most, it’s becoming a whole new game. What they want: behind-the-scenes access, exclusive insights and an inside take on what just happened. To capture this next generation of sports fans, brands need to connect with fresh voices and innovative social formats — and CBS Sports Creator Studio is helping bring influencers into the arena to do it. [Learn More]( [Sponsored by ADdaptive Intelligence]( [How strategic partners help advertisers future-proof their business]( As the industry continues toward a cookieless future, advertisers that listen to the market will provide practical solutions to their prospects and clients. howdy! [Beyond Ads]( [How the NBA hopes to use generative AI to attract more users to its app]( In the process of revamping the NBA app this year, the league was seeking to glean insights from the behaviors observed among its fan base. The goal was to create an experience that resonated with fans and felt intuitive to use. According to Carney, a key element of this initiative was to leverage social media and content creators as a driver to funnel users into the NBA app. The overarching strategy aimed to seamlessly transition fans from social media engagement to a familiar and user-friendly experience within the NBA app. [Sponsored by U of Digital]( [Virtual forum: Programmatic strategies]( Join this virtual forum on November 16 at 1 p.m. ET as Digiday and U of Digital discuss the strategies marketers are planning for their 2024 programmatic campaigns. howdy! [Audio Anywhere]( [Spotify is getting closer to podcast profitability, according to Q3 earnings]( Spotify is on track to break even on its podcast business by next year, said Spotify CFO Paul Vogel during the company’s third quarter earnings call on Tuesday morning. Advertisement [Sponsored by Eyeota]( [How B2B marketers are winning over a new generation of decision-makers]( B2B marketers are rewriting their marketing playbooks to stand out from their competitors by innovating around company structure, preferred channels and buyer communication. howdy! [Future of Work]( [How AI is reshaping mentorship for Gen Z workers]( Exactly how AI is being used for mentorship varies wildly. Among the more common use cases are predictive AI tools that match mentors and mentees within organizations, which traditionally has been a bit of a hassle for companies to accomplish. howdy! [Marketing on Platforms]( [How social media pros are rewriting brand playbooks for the wave of new social platforms]( As the list of trending social media platforms grows, social pros navigate which ones are worth it. [All Latest Stories]( You received this email because you’re a member of the Digiday community. If someone forwarded this to you, [subscribe for yourself here](#). 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