Meta may be automating more of the tasks agencies once handled but it’s not ready to sideline them altogether.
The tech company is pitching a new agency team to independent agencies, according to three agency execs who are familiar with the situation. Dubbed the “Agency Growth Collective”, the move is framed as a way for agencies to join “to achieve greater success on their [Meta’s] platform,” said one exec, who has been pitched it.
It’s a shift from the way the platform has previously worked with agencies. Typically, agencies are appointed a single Meta rep as their go-to platform exec, whom they meet with periodically to discuss what more they can get out of the platform — including new features, or whatever else the agency needs from the platform to commit more ad dollars to it.
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