This article talks about the future of the agency. I’m not to keen of making any predictions, with or without any crystal ball. But sometimes these articles make you reflect over your situation. Though, I believe that this issue is becoming quite concrete for any of us. I.e. what will your business be in five years time as we’re facing the big R?

The author speaks about a dramatic shift, where the full-service agency’s days are counted and work being more diverted. The 5.0(?!) agency’s role is either going to be about creation or production. The creators are the strategists that solves the complex solutions for branding, where as the producers executes the ideas. I’m not too sure about this dividing. Sure you, as an agency, might need to speak clearly about what you do as the conditions on the market gets more demanding.

So yes, in some ways I believe the general full-service agency that do a bit of everything needs to evaluate their business and differentiate themselves. And when talking about the “general agency”, I’m more thinking of the local SME business rather than global networks.

When it comes to the local smaller agencies who today may work more as traditional advertising agency, with not much focus on digital, this time is a rather excellent time to get market shares. There’s going to be loads of new techniques available which are going to facilitate creation and publication of digital content.  So for the local agencies it’s going to be about jumping on the digital train, otherwise you’ll be left behind. So when marketing budgets are being cut, there’s obviously going to be less work for advertisers. But as the budgets are shifting towards digital, that’s where you need to be. Basically they can keep doing what they do best, slightly adjust their business as the tools for digital execution is going to be there.  

So there’s still going to be opportunities for the smart generalists.  

Tags: recession, marketing, digital marketing, yooba, budget, strategy, creativity