It's a murky, unclear future for the marketing agency, but one thing is for certain: things are changing at an exponential pace. An agency used to act as the executional arm of the marketing department. An outsourced idea and creative team that could get the production done at a cost that was less than what it would cost the brand to have a permanent staff in place. Over time, this role has changed. The digital channels have definitely amplified the need for agencies to evolve and adapt. How people connect to traditional channels like TV, print, radio and out-of-home has changed from their intended purpose of interrupting consumers with a message during content consumption. Social media pushed this even further by forcing brands to engage with consumers - one-on-one — for the public to see, in a very human voice. Mobile, too, is offering ways to connect with consumers who now wield tremendous power in the palm of their hands. Everyone is curious about how big data is going to play out, what's in store for wearable technology and just what, exactly, the screen of the future will look like - and how consumers will interact with it. How do agencies ensure their future by being able to help brands sell more and build stronger loyalty in such a disrupted and disintermediated world, where every individual is consuming so much media from so many different channels? How does an agency stay ahead of the curve? Get the full story at Harvard Business Review