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    Media Buying Briefing: Strategy veteran Anush Prabhu says agencies need for change how they help launch brands

    It’s an unavoidable reality that every few years the art and science of branding changes.

    Over the last three years, the changes have felt more tectonic, thanks to a pandemic that changed media consumption habits dramatically. But the rise of DTC companies and the effect of startup culture has bled into mainstream branding to create an altered environment in which agencies — especially media agencies — have had to adapt. 

    This is a member-exclusive article from Digiday. Continue reading it on digiday.com and subscribe to continue reading content like this.

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