Content creators are in the best position for delivering engaging content. Brands want that. Agencies sell what brands want. Hence this idea.
This is the same concept behind Netflix “House of Cards” tv show. Pure marketing. It is intended to strengthen the relationships with the customers by adding value. It is doing advertising by the book.
It begs the question: Why shouldn’t publishers become the new agencies? After all, publishers know how to use content to capture a web audience far better than agencies do. They already own an audience and they know what resonates. —Publishers Poised to Become the New Agencies