Abstract

Digital media open new horizons for research and advertising strategies. Media agencies must adapt their activity to this new reality in order to continue reaching the public and take advantage of business opportunities. This article outlines how this process of assimilation of new media in advertising campaigns expands the services offered by the agencies, building the pillars so that they can be considered innovative companies. To do this, it focuses on the 10 media agencies that manage the largest share of advertising investment in Spain, according to the Infoadex  ranking. These companies contribute to the ‘Innovation union’ initiative of the Europe 2020 Strategy.