NextGen-Agenturen im Aufbruch: Übernimmt Social First jetzt die Führung?

In 2024, social media became the world’s largest advertising channel for the first time, overtaking search. As a result, social-first agencies are gaining not only budget share but also strategic influence. Are they the new leaders in the agency landscape? This panel examines the rise of next-gen agencies, driven by platform dynamics, increasing user engagement, potential platform bans, and growing advertising pressure. Which models will prevail - and what does this mean for traditional agency structures?