Future of Marketing Briefing: The word ‘agency’ is costing the ad giants

February 06, 2026

By Seb Joseph What’s tripping up the holdcos isn’t just economics or technology. It’s semiotics.

They still call themselves agencies. This is a member-exclusive article from Digiday. Continue reading it on digiday.com and subscribe to continue reading content like this. …read more

Source:: Digiday