Lots of stories have been written about whether the term “agency” applies to agencies anymore — mostly under the divisive topic of principal media (where the agency acts as both buyer and seller). But there are a growing number of agencies that have delved so deeply into technology and design that when they sit down to pitch a prospective client, they end up shocking that marketer with the things they’re able to do that have little or nothing to do with marketing or media investment.
I first wrote about Instrument back in the fall of 2024, as part of the Code and Theory network unit within Stagwell. Since then, AI has thrust itself to the forefront of pretty much every agency, but even more so perhaps at Instrument which sits amidst technology, creativity, design and culture.
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