Ad Agency of the Future – What Does it Look Like?
March 4, 2010 – 10:05 amThere are several articles circulating around about what the ad agency of the future is going to look like, including Meet the agency of the future. Some even wonder the role agencies will play in the future. There were some really interesting comments on a post from Forrester when they asked: The Future of Agencies: What Do You Think?
Article Highlights:
- The current agency structure hasn’t evolved at pace with media innovations
- The interactive agency model disincentivizes greatness and fails to penalize mediocrity
- Think about how your property can serve as a conduit for deeper interactions between brands and consumers
- If marketers want to radically impact change in the marketing ecosystem, it starts with how you allocate dollars
What hasn’t changed is for ad agencies to be successful, they need to ultimately turn engagement into sales.
One big way that I see agencies changing is from a push model to a pull model (thus, the huge growth in social). This includes agency new business as well and establishing a core competency around thought leadership.
I don’t think that any agency has it figured out yet, but I think that 360i is headed in the right direction (360i was interviewed for the article above). There are a handful of others that are proactively trying to figure this out as well.
What do you think the ad agency of the future will look like?
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3 Responses to “Ad Agency of the Future – What Does it Look Like?”
There are a few other Forrester articles on this topic. One by the blog author you cite above.
http://www.forrester.com/rb/Research/navigating_agency_landscape/q/id/53599/t/2
http://www.forrester.com/rb/Research/connected_agency/q/id/43875/t/2
By Dan on Mar 4, 2010
@Dan – thanks for the links – I’ll check them out.
By Dustin Jacobsen on Mar 4, 2010
This is a very thought-provoking article.
As for your comment — “What hasn’t changed is for ad agencies to be successful, they need to ultimately turn engagement into sales” — I would ad that they need to engage first in a unique way, and not just ape next week the guy who’s being innovative this week.
Here’s another great article, this one on how ho-hum advertising has somehow become the standard (from an exacting Creative Director, Philadelphia):
http://www.adweek.com/aw/content_display/community/columns/other-columns/e3ic75447be81df667c87108ddee6ca4688
By D.D. on Aug 19, 2010