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Sascha Lock: "Brands will be very fluid and flexible with their budgets this year"

16.05.23|Michael Matias and Betty Elbert

The advertising industry has experienced rapid evolutions in recent years, with new technological tools that optimize traditional methods on the one hand, and significant budget crises among brands on the other- the expectation from advertising agencies to provide fast results is increasing, which leads to the development of a more supervised and information-based relationship between advertising agencies and their clients.