Has it finally come to that moment when an agency becomes more than just a communication tool, and when traditional service models become a thing of the past? While their creativity and strategic thinking is most often sought after in the final phase of product development which implies the creation of an advertising campaign, the transformation of the market has gradually redefined the role of creative agencies and opened doors to a practice where their intervention in the core of the product or service becomes a game-changer. We will reveal some regional and global examples that show us how leaving traditional models tends to bring a change in the arena of agency business, where it is not only the strongest or most intelligent ones who survive, but the ones that are ready to change.

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