The advent of digital, mobile and big data technologies is causing dramatic changes in the advertising industry. Advertising/Marketing/Customer Relationship Managaement has now become a "CEO" level strategic issue driven by solid business strategies and innovation. It no longer represents simple "tactical" spending on which TV program to advertise on and/or how to figure out which 50% of the marketing spend is accountable. The CMO's job is broader and more complex and very tech centric. As a result of these factors, the dynamics of the traditional ad agency relationships with their CMO clients have changed. There is a broader group of companies with a "seat at the table" selling products and services into that CMO and hence disrupting traditional relationships.
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