FUTURE-PROOFING YOUR AGENCY IN A CHANGING INDUSTRY
RSWUS Agency of the Future Webinar Slide Deck – Does your Firm Have the Traits for Survival?
Aug 12, 2015
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FUTU
RE-PROOFIN
G YOUR
AGENCY
IN A
CHANGIN
G INDUSTR
Y
HOW IT USED TO BE…
EIGHT TRAITS OF A FUTURE-PROOFED AGENCY
•Identified by marketers
•Required by competitive environment
•Nurture these in your firm
THE AGENCY OF THE FUTURE
• Nimble & Agile
THE AGENCY OF THE FUTURE
• Nimble & Agile• Student of
Technology
THE AGENCY OF THE FUTURE
• Nimble & Agile• Student of
Technology• Curator &
Contractor
THE AGENCY OF THE FUTURE
• Nimble & Agile• Student of
Technology• Curator &
Contractor• Real Timer
THE AGENCY OF THE FUTURE
• Nimble & Agile• Student of
Technology• Curator &
Contractor• Real Timer• Selectively
Specialized
THE AGENCY OF THE FUTURE
• Nimble & Agile• Student of
Technology• Curator &
Contractor• Real Timer• Selectively
Specialized• Savvier Competitor
THE AGENCY OF THE FUTURE
• Nimble & Agile• Student of
Technology• Curator & Contractor• Real Timer• Selectively
Specialized• Savvier Competitor• Content Creator
THE AGENCY OF THE FUTURE
• Nimble & Agile• Student of
Technology• Curator & Contractor• Real Timer• Selectively
Specialized• Savvier Competitor• Content Creator• Partner, Not Player
TODAY’S PROGRAM
5 Most Mentioned by Marketers
MARKETER PERSPECTIVE #1
MARKETER’S PERSPECTIVE:
“THERE WILL BE NO MID-SIZE PLAYERS.
OUR INDUSTRY WILL LIKELY SEE THE LARGER GET LARGER AND WE'LL SEE A RISE IN SPECIALTY BOUTIQUE AGENCIES.
THE MID-SIZE AGENCY WILL EITHER GET BOUGHT-OUT OR DIE.”
DISAGREE
• Mid-size companies need resource-rich agencies that aren’t big and expensive and public.
HOW & WHY MID-SIZE AGENCIES CAN SURVIVE
• Mid-size companies need resource-rich agencies that aren’t big and expensive and public.
• Marketers want specialization and you don’t have to be boutique to deliver it.
HOW & WHY MID-SIZE AGENCIES CAN SURVIVE
• Mid-size companies need resource-rich agencies that aren’t big and expensive and public.
• Marketers want specialization and you don’t have to be boutique to deliver it.
• If you curate and you are proactive and keep on top of trends it makes no difference what size you are.
HOW & WHY MID-SIZE AGENCIES CAN SURVIVE
MARKETER PERSPECTIVE #2
MARKETER’S PERSPECTIVE:
“THE AGENCY OF THE FUTURE SHOULD OFFER TRADITIONAL ADVERTISING WITH EFFECTIVE DIGITAL AND SOCIAL MEDIA EXTENSIONS, ALL CONNECTED TO RELEVANT PR ---
---AND THE AGENCY UNDERSTANDS THE ROLE OF ALL WORKING TOGETHER.”
AGREE
• Marketers need partners who can think.
WHY INTEGRATION IS VITAL
• Marketers need partners who can think.
• With so many platforms, consumers control how and when they get their information so agencies have to be built to deliver it.
WHY INTEGRATION IS VITAL
MARKETER PERSPECTIVE #3
MARKETER’S PERSPECTIVE:
“DIGITAL WILL CONTINUE TO EVOLVE, SO THEY MUST BE FLEXIBLE AND AWARE ----
---- BUT CREATIVE, NOT CAPABILITY ---WILL STILL BE KING.”
DISAGREE
MARKETER’S PERSPECTIVE:
“AGENCIES NEED TO BE MUCH MORE SOPHISTICATED IN DATA MINING AS THEY NEED TO UNDERSTAND THE IMPACT OF THEIR ACTIVITIES, CONSUMER BEHAVIORS AND CHANNEL EFFECTIVENESS TO DRIVE MORE EFFECTIVE MARKETING STRATEGY.
PRETTY ADS ARE NOT SUFFICIENT.”
AGREE
• Marketers are under intense pressure to deliver.
WHY CREATIVE ONLY KIND OF MATTERS
• Marketers are under intense pressure to deliver.
• Too many technologies out there that provide too many benefits to be ignored.
WHY CREATIVE ONLY KIND OF MATTERS
August 2011: ~ 100 Companies
September 2012: ~ 350 Companies
January 2014: 950+ Companies
January 2015: 1876 Companies
• Marketers are under intense pressure to deliver.
• Too many technologies out there that provide too many benefits to be ignored.
• Being creative is more than just pretty pictures anymore.
WHY CREATIVE ONLY KIND OF MATTERS
MARKETER PERSPECTIVE #4
MARKETER’S PERSPECTIVE:
“I THINK MARKETING AGENCIES WILL CONTINUE TO GET MORE COMPETITIVE AND STAY ON TOP OF TRENDS.”
AGREE
Why Agencies are Getting More Competitive
• More larger agencies going after smaller pieces of business.
Why Agencies are Getting More Competitive
• More larger agencies going after smaller pieces of business.
• Marketers are increasing the number of agencies involved in a search.
Why Agencies are Getting More Competitive
• More larger agencies going after smaller pieces of business.
• Marketers are increasing the number of agencies involved in a search.
• Agencies are getting more organized in how they manage their outreach.
65%
30%
MARKETER PERSPECTIVE #5
MARKETER’S PERSPECTIVE:
“AGENCIES WILL LOOK MORE LIKE GENERAL CONTRACTORS WHERE THEY ACTUALLY GO OUT AND BRING IN LOTS OF SPECIALISTS, PREFERABLY THE BEST SPECIALIST , TO EXECUTE AGAINST INDIVIDUAL TACTICS AND THEY MANAGE THE ENTIRE CAMPAIGN.”
AGREE
What’s Happening Now and What to Expect
• Marketers aren’t expecting agencies to “have it all” – they just want a smart agency that can proactively bring them the best talent.
What’s Happening Now and What to Expect
• Marketers aren’t expecting agencies to “have it all” – they just want a smart agency that can proactively bring them the best talent.
• Agencies are devoting specific resources to outsourcing ideas, technologies, talent.
What’s Happening Now and What to Expect
• Marketers aren’t expecting agencies to “have it all” – they just want a smart agency that can proactively bring them the best talent.
• Agencies are devoting specific resources to outsourcing ideas, technologies, talent.
• Marketers are most often coming to us because their agencies are falling down in this area.
NIMBLE & AGILE
• Nimble & Agile
THE AGENCY OF THE FUTURE
THE AGENCY OF THE FUTURE
• Nimble & Agile• Student of
Technology
THE AGENCY OF THE FUTURE
• Nimble & Agile• Student of
Technology• Curator &
Contractor
THE AGENCY OF THE FUTURE
• Nimble & Agile• Student of
Technology• Curator &
Contractor• Real Timer
THE AGENCY OF THE FUTURE
• Nimble & Agile• Student of
Technology• Curator &
Contractor• Real Timer• Selectively
Specialized
THE AGENCY OF THE FUTURE
• Nimble & Agile• Student of
Technology• Curator &
Contractor• Real Timer• Selectively
Specialized• Savvier Competitor
THE AGENCY OF THE FUTURE
• Nimble & Agile• Student of
Technology• Curator & Contractor• Real Timer• Selectively
Specialized• Savvier Competitor• Content Creator
THE AGENCY OF THE FUTURE
• Nimble & Agile• Student of
Technology• Curator & Contractor• Real Timer• Selectively
Specialized• Savvier Competitor• Content Creator• Partner, Not Player
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