COLOGNE — Sixty percent of Starcom MediaVest’s business in the EMEA region now comes from digital content and data analytics, which is a fundamental shift from even five years ago, according to Iain Jacob, SMG’s EMEA president.

“Fundamentally the agency model is changing, and if you’re not disrupting yourself, somebody else is going to disrupt you,” says Jacob in an interview with Beet.TV recorded earlier this month at the DMEXCO conference.

Jacob also observes that agencies need to be in the technology business. For that reason, Publicis Groupe acquired RUN, a mobile-focused DMP and DSP business, and why SMG partners with data and technology companies like Acxiom. Additionally, SMG works with startups in Berlin and London to actually co-develop technology that’s being put to use for the business.

But while technology and data have both come a long way, “it’s actually the convergence where technology meets creativity that has still to be cracked, because that’s how brands will be able to make storytelling real,” he says.

This video is part of a series from DMEXCO, presented by Mediaocean. Please visit this page for our other videos.

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