达邦WPP：2025年AI赋能营销代理机构研究报告：未来转型六大原则（英文版）

In this new chapter of client-agency relationships, how should working partnerships begin differently?

 Stephan Pretorius, Chief Technology officer, WPP, answers: “marketing services should be evaluated as a combination of technology and people”. While this is a deceptively simple framework, it upends decades of time-intensive processes on the parts of both clients and agencies. The standard Request for Proposal (RFP) process is better geared toward discrete project- or campaign-based pr