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Technology that empowers agencies not replaces them.

Every week, the same question comes up in agency meetings: Are we staying in the game, or are we being replaced?

We say: those who take a stand and use technology in a targeted manner will become more relevant than ever before.

 

Group of colleagues having a discussion around a laptop in a modern office.

Three minutes, no sales pitch. Just a potential check.

Check partnership

Marketing in transition between automation,
platform power and the new role.

AI, automation and closed platform ecosystems are changing how advertising works and how it is controlled.
This also raises new questions for agencies:
Where will value be created in the future? And who will still have influence over strategy, creation and performance measurement?

 

Simple line icon of a computer monitor with a cursor arrow on the screen.
Advertising like online banking, but without creative standards?

Key Message:

"Advertising should be as easy as online banking in the future."
(Mark Zuckerberg)

Detail:

In future, campaign setups will consist of budget, target and context. Creation, target groups, tests and reporting will be generated automatically by AI models.

Comment:

Creative implementation will be automated agencies run the risk of falling out of the value chain.
Simple line icon of a computer monitor displaying an X symbol.
Full funnel:
completely closed?

Key Message:

 "A closed loop without external partners." 
(Mark Zuckerberg)

 

Detail:

More and more platforms offer not only media and targeting, but also shops, payment, attribution and retargeting from a single source.

Comment:

This increases efficiency – but deprives agencies and brands of direct customer access. Those who only "feed in" lose strategic impact.
Line icon of a web browser window with a light bulb symbol, representing ideas or innovation.
"Optional" or
repositioned?

Key Message:

"Creative or media briefings may still come – but they are no longer necessary." 

(Mark Zuckerberg)

Detail:

The platform decides what works. Agencies are slipping from the control centre into the role of spectators – unless they redefine their role.

Comment:
Agencies will remain relevant if they see themselves as strategic enablers: with a clear position, technological connectivity and genuine customer proximity.
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Now is not the time to wait and see, but to
adopt a new attitude.

Validate pilot ideas – without obligation

Four theses on why change is not the end
but the beginning.

The rules of the game are changing. Platforms are automating advertising creation, targeting and attribution. But this presents an opportunity, especially for owner-managed agencies: those who strategically reposition themselves can not only survive: they can win. These four theses show what matters now:

Thesis 1

Focusing on a single platform becomes a risk orchestration becomes a core competence. 
Agencies that rely heavily on individual platforms such as Meta, Amazon or Google make themselves dependent on closed systems that increasingly act independently, including creative, targeting and reporting.
Agencies that think across channels, orchestrate various paid, owned and earned media channels, and can evaluate success independently of individual platforms are the ones that will be fit for the future.

Thesis 2

Execution is becoming automated strategic embedding creates differentiation. 
Manual campaign implementation and media buying are becoming increasingly automated. As a result, purely operational tasks are becoming less important. Key distinguishing features remain brand strategy, creative guiding principles and cross-channel customer journeys. At the same time, technical implementation such as consent, data feeds and tagging, still requires practical experience. Those who remain hands-on in this area will remain relevant.
 

Thesis 3

Content is becoming cheaper idea leadership and AI curation determine relevance.
Generative AI significantly reduces production costs and speeds up content creation. At the same time, there is an increased risk of arbitrary content that is unrelated to the brand. Agencies that develop creative concepts, review AI output and embed it in a meaningful way deliver real added value. Their role is shifting from pure production to curation and strategic brand management.
 

Thesis 4

From pure data usage to data strategy, build trust and control yourself. 
It is no longer sufficient to use existing customer data solely for CRM, email or push marketing, or to leave target group selection to platforms. Forward-looking agencies are developing their own strategies for zero-party and first-party data, combining loyalty programmes, ID providers and clean rooms, and using them on a use-case basis to ensure trust and control.
 
Future is not a question of size but of attitude.

How we realise change together.

Not as a consultant but as a technological co-innovator:
Line icon of a glowing light bulb, symbolising ideas, creativity, or innovation.
Phase 1
Change begins in the project
not in the theory room. 
• We will work together to identify a suitable project. 
 • The goal is not a lab, but a value adding application with impact.
 • Ideal for progressive existing customers, new brand communication or pitches.
Line icon of a wrench, symbolising tools, maintenance, or technical support.
Phase 2
 Co-Building & Enablement 
 
 •  We bring technology, methods and experience to the table.
 •  You retain customer access, creative leadership and control.
 •  Tech-Setup, data concepts, integrations hands on and transparent.
flow2-2
Phase 3
Consolidation & joint Development 
 •  We will establish a long term setup with you.
 •  Optional: Partner status with co-marketing, roadmap planning, project co-innovation.
 •  Objective: future proof agency expertise, no dependency.

Impact counts and it is measurable.

We support agencies with real customer projects not in the lab, but in the real market. The following examples show how first-party data, modern recognition and data-driven personalisation lead to tangible success. These results would not have been possible without agencies.
Technician in yellow jacket working on a laptop connected to a server rack with network cables.
Case Highlight 1 Telecommunications: Fewer duplicates, more recognition.
Project Objective: Improving customer recognition and data quality for analytics and personalisation.
Implementation: In collaboration with digital agency (data layer and analytics integration).
 
•  +54,73 % of website traffic is identified even without logging in.
 
• +90 % Deduplication rate – finally usable data for analytics and attribution.

 

Clothing store rack with a Black Friday sign offering an extra 20% off.
Case Highlight 2 Retail: Identification instead of log-in dependency.
 
Project Objective: Cross-domain recognition without login barriers for retail media optimisation.
Implementation: In collaboration with Retail Media Agency.
 
•  +117 % Identified page views through dynamic ID graph.
 
•  8x better match rates with walled gardens (Google, Meta).
Two people holding smartphones with food delivery apps open while dining at a restaurant table.
Case Highlight 3 CPG Brand: Media efficiency on the open web.
 
Project Objective: Recognition and media control with low login rate.
Implementation: Led by digital marketing agency in collaboration with media agency.
 
• 32 % identified Page Views despite only 4% logins.

 • –46,62 % Media expenditure in retargeting thanks to better user matching rates.
Two women booking a vacation online, viewing hotel deals on a desktop screen with beach imagery.
Case Highlight 4 Hotel group: personalisation pays off.
 
Project Objective: Profile-based offers without full login. 
Implementation: In collaboration with online marketing agency.
 
• 32 % Recognition rate at only 7% login.
• +25 % higher basket value and +10.5% more revenue per annum through personalised journeys.
Woman checking telcos plans offers.
Case Highlight 5Telecom: Trigger campaigns double the impact.
 
Project Objective: Behaviour-based emails for shopping cart abandonment and product interest.
Implementation: In collaboration with E-Mail Agency.
 
•  10x more recognised Trigger vs Log-In.
•  +147 % higher click-through rate, +102% more conversions in direct comparison to standard batch campaigns.
Impact is not created by technology alone
but by courageous agencies that use it.
 

When a partnership with us makes sense and when it does not.

Do we need a large tech team to work with you?

No. We bring the technical expertise. The key thing is that your team is open to new approaches – and willing to support an initial project.
What do we need to bring with us?

A customer or use case that is open to innovation. Ideally: B2C or B2B with many customers. At least 100,000 unique monthly users on the web/app and 200,000 customers/prospects in CRM.
Are we replacing our existing tools with this?

No. We work on an API basis and supplement existing systems. Many partners retain their CMS, CRM and email/push tools or analytics environment – and use us as a connecting layer.
Is this GDPR compliant?

Yes. Data protection and transparency are at the heart of our approach. We support you in ensuring that consent, data flow and identification methods are legally compliant.
What does it cost to get started?

The initial phase begins with a pilot project. The scope, setup and effort involved vary – but there is no commitment without a valid business case. If in doubt, we will also say no.
How long does it take to see the first results?

Initial results are usually visible within 4–12 weeks, depending on the use case. It is important to note that we start small with a defined use case and clear KPIs.