It has been argued that the traditional model of a full-service, lead advertising agency is becoming obsolete. Discuss the changes occurring in the industry and how they are affecting the traditional lead agency model.

It can be argued that the traditional leading full-service advertising agency model is becoming obsolete by the emergence of new technologies and communication tools such as social media. The relationship between company and consumer is no longer something more mechanized and distant to become more direct and personal, this was made possible by the very characteristics of social media, which are fast and integrative communication tools, which humanized and brought companies closer to consumers, making relationship marketing a great advantage in the quest for value creation and market positioning.

Therefore, after companies have immersed themselves in social media, communication is faster and more instantaneous, in addition to being cheaper, it does not require so much elaborate advertising effort, but content that engages its potential audience, generates value and focuses on building relationships . So advertising is really just a construction of the real connections that consumers want to have with the company, its values, objectives and mission.

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