The Impact of Digital Transformation on Advertising Agencies in Colombia

Abstract

Nowadays, the digital transformation originates a new reflection in the advertising field, which proposes a restructuring of advertising agencies. Meanwhile, the consumer becomes a content generator, introducing a horizontal relationship between the consumer and brands. Then, this research project, with qualitative approach and phenomenological method, intends to know how the restructuring process of some recognized advertising agencies of Bogotá and Medellín has been according to the digital transformation of the last five years. The implications and changes that this issue entails for the agencies and the differences they have in the ways of working are analyzed, having as a starting point the premises of Del Río and Kaufmann (2014), Farfán and Corredor (2010) and Lombardero (2015). This inquiry is relevant to the different entities such the academy, the agencies, and the advertising sector in general, as it stablish new abilities and techniques that are necessary to promote from the academic field, as well as it serves as a referent for other agencies to implement its own process of digital transformation. In conclusion, the restructuring of advertising agencies concerning digital transformation is a process that continues today, despite having started some years ago. Such process has challenged these agencies to devise versatile and self-managed structures that allow them to adapt effectively to the different changes that emerge.