One discipline that is booming in 2018, however, is user experience (UX). And it seems to me this is precisely because UX is a broad church. UX is about meeting consumer expectations in a variety of channels, even if those are predominately digital.
UX fits within customer experience and this is at the heart of new agency propositions, where tech meets strategy and experience design.
To some extent these propositions have been forged in the heat of competition from consultancies. Earlier this year, Pierre Nanterme, chief executive of Accenture Interactive, pointed out that the company is staying out of the declining business of media buying and focusing on these more profitable areas.
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