Future of Marketing Briefing: Agency operating systems face a differentiation problem

Agencies have spent years betting that proprietary AI platforms would set them apart. A Gartner note published last week put a deadline on how long that bet has to pay off.

WPP developed WPP Open and Omnicom launched Omni, while indies like Max Connect built tools like Kudos. (Other examples include Stagwell’s The Machine, Havas Converged, PMG’s Alli, Horizon’s Blu, and Meet The People’s MTP Intelligence). In most cases, these tools centralize data capabilities, enterprise software access and proprietary AI media planning and creative tools – providing operational glue between formerly disparate agency portfolios.

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