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19 Oct This is a thought that I've pondered for some time. It seems that the traditional ad agency structure is not set up for new media/digital work. Those things are still kept in silos even in the most progressive ad shops. What if, however, one of today's big digital shops stepped up for some traditional agency of record work and won it with the integrated pitch? I think this is honestly just a couple of years away. These agencies have digital roots and have less bureaucracy to deal with to weave in traditional media. The trick will be not putting traditional media into its own silo. The other option is we'll see a new breed of agency emerge that is digital-centric, but focused on design and then executes that design where the customer is. The possibilities are endless for this new type of agency to come along and talk about ideas and engagement and then look at all types of media with a neutral stance. Too often historical budgets and egos get in the way of truly effective advertising.
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February 11th Great question ....and probably hard to assume 1 model globally as there will be different stories for regional agencies versus major capital cities and country to country. I can only really base my thoughts on Australia.... I think the problem with the former plan i.e. digital steps up - is maybe they are too technically focussed and may not have the strategic brand experience. I suspect what will evolve will be a new crop of agencies. A new breed - young guns in advertising agencies or digital, who believe in the power of the brand/strategic question but understand digital as a new way of engagement, not as theory but because they live it daily and get it! They'll either lead their agencies or start their own to be the new "client partner" delivering a strategic solution which embraces the new digital way as well as understanding brand. The challenge for traditional agencies will be allowing these young guns to lead the way and recognise there maybe short term trade-offs for long term gain. I suspect dumping a TV ad campaign in exchange for a cheaper digital brand exercise could be a high risk career move for an Account Executive. Some will be brave enough, others may cling to the old and fade. I think the challenge will be less about bureaucracy and more about $$$$ trade-offs.  Reply
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February 11th I'm not sure that coming in from a purely digital angle is a "neutral stance" really. I do agree that in no time at all digital agencies will push up into integrated agency pitch territory, but in the end it's the link to strategy that gets all of past the finishing post. Large advertisers are interested in thinking, brand and connection, delivered through the most relevant means. Unless all agencies start taking a holistic view we'll simply continue to eat each other's business or nip away at each others revenues. Your argument is interesting, but flawed. Bureaucracy comes with size. What happens when a small digital shop wins a big pitch? More staff, bigger premises, more staff, more technology, more staff.... And to talk about silo-ing traditional streams is like a traditional agency talking about silo-ing the digitial stream. As marketers we need to come together and continue to layer ALL OF OUR TALENTS for the best result.... for the consumer. Reply
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November 2007 Interesting concept. Why do you think the big agencies have been buying smaller digital, Web2.0 and social networking products over the past few years? I believe, there is a big change occurring and I've been short on implementation hoping my career experience would guide me along. One hurdle I face as an executive with more traditional experience is making a business connection with web programming shops. Unfortunately, many see graphic designers as some sort of scourge. All I want to do is manage the account and creative development. It seems to me that web design shops aren't versed enough in dealing with writers, photographers and the like on projects. I'd really like to change that attitude into something more collaborative that achieves results.
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March 8th I can see where you are coming from on this point.
Can I add that traditional digital ad providers are crossing over to meet the agencies at the other side as well. I say this based upon Google's steps in the following format: print ads radios ads video ads - click to play may move to traditional broadcast mediums. Reply
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