Why media agencies are developing finance-based marketing and business intelligence expertise

With greater economic pressures and competition from consultancies that doesn’t appear to be ebbing, media agencies are expanding their arsenals with financial and business intelligence for clients. The tactics range from collaborating with consulting and private equity firms to developing business and artificial intelligence platforms to analyze client investments and customer data.

In the case of growth marketing agency Markacy, cofounder Tucker Matheson sees the goal as combining media buying and digital strategy, with the aim of bringing a financial and strategy lens to boost profits for clients.

“Instead of the traditional agency model, where it’s just managing spend and testing creative — we obviously do those things, but really are much more of a fiduciary for the business,” Matheson said.

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