The field of communication professionals, marketeers and journalists has changed radically under the influence of digitalisation. The platforms for placing media content increased exponentially, the graphical modalities and the possibilities for using moving images increased, as did the possibilities for interaction. This has thoroughly shaken up the field of communication and marketing. Agencies (communication agencies, marketing agencies, AV producers...) are doing their best to adapt their organisation to this new reality. They try to make optimal use of its possibilities, resulting in profound shifts in the field of journalism, communication and marketing.
At the organisational level, there are new players (influencer marketing agencies, content marketing agencies, digital agencies ...) and mergers and reorganisations. At the level of job profiles and the related competencies, there are also shifts and the emergence of new specialisations. With this research we want to provide a framework to better understand these shifts. The research seeks a typology of agencies and an overview of the associated job profiles.
The following research questions are central:
We combine several research methods: