Will Technology Make Your Agency Obsolete?
Ad agencies won't exist in the future. Branding companies are relics of the past. Web 2.0 and the YouTubification of our culture will replace the online agency. If you listen to the doomsday predictions, it's easy to start believing that the low-cost model and democratization of media is eliminating the advertising agency in New York.
Media content has lost value because of the proliferation of potential sources clamoring for the eyes and ears of consumers. However, as the number of media outlets increase, advertisement campaigns can actually be more interactive and creative than ever. Sprite hides messages in its television commercials to make people stop fast forwarding with their TiVo. Doritos buys a Super Bowl advertisement created via entries submitted on YouTube. Advertisers are adapting their campaigns to the media. In short, we're evolving.
Media content has lost value because of the proliferation of potential sources clamoring for the eyes and ears of consumers. However, as the number of media outlets increase, advertisement campaigns can actually be more interactive and creative than ever. Sprite hides messages in its television commercials to make people stop fast forwarding with their TiVo. Doritos buys a Super Bowl advertisement created via entries submitted on YouTube. Advertisers are adapting their campaigns to the media. In short, we're evolving.
Rather than disappear, the ad agency and brand development company will instead morph into consumer watchdogs and customer relationship managers. The work will be more intensive and in a perpetual state of flux as advertising campaigns shift to have shorter timelines and a more diverse range of approaches. Decide what role your agency will have in bringing new technology to the consumer. We see larger branding firms mimicking smaller agencies by opening boutique shops within their larger corporate structure. A smaller, more nimble agency is the only way to keep up with rapidly changing ideas brought on by the introduction of new technology. You need speed and flexibility in order to provide your clients with easy access to content across multiple channels.
Adweek argues that ad agencies have to make media a scarce commodity again in order to increase the value of media content. We respectfully disagree. While you may be able to create niche messages, the days of content being locked behind a firewall are over. Instead of focusing on the methods of delivery, you should focus all of your energy on content. Great campaigns formed through customer feedback still generate returns. In fact, the Internet allows ideas and new directions to gain momentum at lightning speed. So, you are constantly being given the chance to find a way to connect with customers.
That is how ad agencies will thrive in the future--by capitalizing on opportunities to continually create innovative and authentic brand messages.
Adweek argues that ad agencies have to make media a scarce commodity again in order to increase the value of media content. We respectfully disagree. While you may be able to create niche messages, the days of content being locked behind a firewall are over. Instead of focusing on the methods of delivery, you should focus all of your energy on content. Great campaigns formed through customer feedback still generate returns. In fact, the Internet allows ideas and new directions to gain momentum at lightning speed. So, you are constantly being given the chance to find a way to connect with customers.
That is how ad agencies will thrive in the future--by capitalizing on opportunities to continually create innovative and authentic brand messages.
Leave a comment