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| Professionalism Reconstruction of Advertising Agencies in the Context of De-intermediation |
| Zhou Maojun Shen Junhan |
| School of Journalism and Communication， Wuhan University， Wuhan 430072 |
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Abstract Along with the rise of the Internet industry and the accelerating process of digital marketing， the global market is undergoing a digital transformation， and the boundary of marketing is constantly being torn down and reconstructed. Some advertisers and big media enterprises build their own digital marketing teams to reduce their cooperation with advertising agencies， and some consulting companies gradually extend their business to the advertising industry. The flaws within advertising agencies have made themselves more vulnerable. As a result， the appeal for “de-intermediation” arises again. In the history of advertising， the call for “de-intermediation” occured twice both because of the lack of “professionalism” of the advertising agency. The third wave of de-intermediation shows its inherent rationality from both technical and market reformation. This paper systematically introduces the evolution of advertising agencies， and suggests that “reconstruction of the professionalism” will be the key path for advertising agencies to regain their market position.
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Received: 21 May 2019
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| [1] |
. [J]. journal1, 2019, 58(1): 1-22. |
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2019, Vol. 58 
