Resumen: In the digital era, the advertising industry is facing demanding new challenges. Incessant fragmentation of audiences, the emergence of new technologies, creative power of consumers and consumption of less intrusive and more shared advertising have substantially altered the communicative context in which advertising agencies work. This chapter intends, through a bibliographical review, to explore some organizational changes that advertising agencies have to face in order to continue to fulfill their role in the new communicative landscape of the twenty-first century. The first part of the chapter covers the necessary transformation that the historical departments of account management, creative and strategic planning have to undergo in this current day and age. The second part suggests novel fields of future research like the incorporation of different professional profiles and the emergence of the dedicated agency to reconcile the struggle between specialization and integration.
