The article highlights the disruption in the creative agency landscape due to the rise of generative AI and evolving client needs. Agencies like Acadia, which has expanded through acquisitions, are now taking on creative duties traditionally managed by separate creative agencies. This shift is partly driven by the desire for more efficient collaboration between media and creative efforts, with clients gravitating towards agencies that can offer integrated solutions, particularly for social media content. Acadia's strategy of hiring creative talent with media backgrounds exemplifies this trend.
"For so long, organic social was in a box, and now we're seeing these media pitches where we bring to the table all these creative campaign ideas."
"Clients will come to us new business opportunities that have been spending so much on the larger creative holding company agencies."
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