The lines between PR, advertising, content and digital continue to blur. Holding companies continue to consolidate agencies and look for new ways to grow. Consultancies acquire and build agency businesses, while struggling to make inroads into creativity. How can agencies, especially PR firms, navigate these massive shifts, drive opportunities for growth and seize upon the ascent of the earned perspective in the marketing mix?

Olson president Bryan Specht and Carmichael Lynch president Julie Batliner will talk about integration today and ways to deliver disruptive creative ideas across the full spectrum, from earned and paid, to owned and shared. How to blow up traditional agency models and deliver substantial results for brands and companies from a purely strategic and agnostic creative perspective.