South Africa, Nov. 3 -- The traditional model - where agencies operated as siloed service providers, responding to briefs and delivering outputs - is being disrupted.

The world we work in today demands something different: integrated, agile partnerships that combine strategy, creativity and technology to deliver outcomes, not just campaigns.In the old model, agencies typically acted as intermediaries.

A client dealt with an account manager, who coordinated a series of opaque processes inside the agency. The approach was transactional and often rigid.

Today, the most effective agencies work as embedded partners. They sit inside their clients' ecosystems, understand the business challenges at hand and co-create solutions.

This is less a...