Brands are more than ever fighting for their customer's attention, anytime, anyplace, anywhere. Consumers are more empowered than ever before and increasing customer expectations result in new products and services. Technologies evolve to almost autopilot personalisation eco-systems. Data insights become artificial intelligence driven. Advertising media move to new value models. The marketeer today is no longer challenged on brand equity only, but needs to act as an enterprise and business challenger, having targets on sales, customer experience, digital strategy, innovation.. Agencies excel to meet those needs as today's marketeer needs to move from good to great in all these domains.