In today’s fast paced era of emerging “do it yourself” marketing and advertising platforms, agencies find themselves in a strange middle ground. The heart of great advertising has always been the agency and few would argue that the best creative and most impactful campaigns rarely originate inside the brands. But have brands and marketers shifted their focus to simply looking at agencies as a creative house for concepts, direction and visuals and not the execution?
A-la-carte has exploded as once bundled services are being decoupled. Marketers are deciding what parts of the campaign they want the agency to handle and what will be given to their platforms and internal resources.
However, at the same time marketers are gaining more control with powerful new digital tools, they are losing ground in their ability to keep up with the rapid change in technology, staffing needs and content demand. The best agencies are embracing this and organizing to service the modern marketer. They are transforming their organizations from advertising and creative giants to full digital services and consulting. Rather than being just the creative minds behind the campaign, agencies are now the power in the marketer’s corner.
Has your agency adapted to service today’s digital transformation? Do you see where marketers and advertisers are failing on their own? The agency track is certain to reveal opportunities, trends and sentiments to help guide your approach to client success.