Using Cannes Lions as a barometer, digital-first campaigns are on the shallow side despite the rising depth of digital ad spending.

Advertiser projects on the platform have trebled in a year to more than 30 per month, with potentially Rs 3 crore in agency fees.

Now and then the knell for ad agencies is sounded. But in a VUCA-BANI world, how can creative agencies possibly die?

The current creative agencies on the brand's roster to stay.