The document discusses the rise and predicted fall of digital agencies. It notes that specialized agencies for different media like outdoor, print, radio and TV never lasted long. Similarly, digital agencies that only focus on digital may not survive as advertisers now demand ideas that work across all platforms. The death of digital agencies and rise of full-service agencies that can deliver 360-degree executions is predicted as marketing matures and understands the full consumer journey is not defined by any single channel. Digital agencies must transform by developing strategy, experience, ideas and trust if they want to remain relevant and compete against traditional agencies.
13. - Then why companies have been hiring digital agencies during the past 15 years?
- Because advertising agencies could not understand and consequently produce
ideas relevant to the digital platforms. So they asked for help.
14. You do understand that the entire existence of a communication
agency that is a specific medium specialist is wrong. RIGHT?
15. And then there was more. We had a variety of Specialists showing up like mushrooms
19. “The idea that the same consumer who was frantically clicking her TV remote to
escape from advertising was going to merrily click her mouse to interact with it is
going to go down as one of the great advertising delusions of all time.”
-Bob Hoffmann
21. But still it did make a lot of sense for everyone.
On one hand traditional agencies were OK with that since they didn’t understand it
and digital agencies because they were making more money out of it.
22. It took us more than a decade to understand that the consumer is one.
25. Advertising agencies still cope
with digital platforms but
they are doing it better.
Digital agencies struggle to
survive in a “360 world” trying to
prove they deserve to be equally
treated like big boys.
26. Digital agencies struggle to
survive in a “360 world” trying to
prove they deserve to be equally
treated like big boys.
Marketers aſter a childish decade understand what digital is and that
TV is not going to die any time soon, and as a result they push for:
IDEAS THAT WORK. EVERYWHERE.
Advertising agencies still cope
with digital platforms but
they are doing it better.
29. & THE DEATH OF
ANY COMMUNICATION
AGENCY THAT
CANNOT DELIVER 360
EXECUTIONS.
30. if one wants to be in the ideas business he needs to be
platform agnostic.
31. The purpose of the existence of a communication agency is
to solve problems. If Digital is the only answer to all the
questions you get, then you have a problem.