As the media landscape continues to shift, clients’ expectations of their media agencies are also changing — and becoming more demanding in a sense.

“I think it’s becoming the norm now for clients, quite rightly, to expect flawless execution and great value for money and brilliant client service, and I think now that we’re seeing an increasing desire among the client fraternity to have a more rounded offer actually, which is about creativity every bit as much as it’s about data and technology,” says Steve Williams, Maxus’s CEO-Americas, in an interview with Beet.TV.

The value that clients are looking for their media agencies to deliver has shifted, in part, because “with more data, there are more ways to see clearly through to ROI,” Williams says, making it incumbent on media agencies “to ensure we’re testing and learning every day.”

In terms of emerging platforms that are getting him excited, Williams says he’s been fascinated by video platforms like Snapchat and how the latter is driving the trend toward vertical video.

“Snapchat would be an example of one of the leading-edge technology vendors out there that are getting us jazzed,” he says.

This interview is part of a series of videos leading up to the DMEXCO conference in Cologne. The series is presented by 4C Insights + Teletrax.