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Marketing Intelligence This Week: End of the RFP Era, Agency-Consultancy Hybrids, GDPR Approaches

Katrin Ribant

Marketing intelligence as in industry is changing and progressing quickly. To help keep you up to speed, I’ve selected three news stories from this week that I think all marketers should read. This week, ad fraud is a particularly important topic– read on for more.


End of an era: Media buyers are ditching the much-hated RFP
Some agencies are saying the request for proposal is becoming outdated– as media vendors and deals are becoming more complex. This article weighs both sides, and does a great job of framing the modern RFP, and what will take its place in case of its obsolescence.



As the Lines Blur Between Agencies and Consultancies, New Shops Are Taking a Hybrid Approach
This article hits the nail on the head: everything in marketing revolves around the client. Clients are demanding a wider range of services, and both agencies and consultancies have to adapt to be more like the other. It postulates there is a spectrum between business-based and design-based thinking – and that shifting into more of a balance is key.



Mar Tech Preps As GDPR Looms
As GDPR looms (May 25th!), AdExchanger delves into what various types of platforms and companies should be doing. Essential reading, for a regulation that’s still nebulous to many.



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Art news this week:


Stay tuned for more essential reading in the evolving world of marketing intelligence.


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