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Reconsidering the Advertising Industry

by Alain Thys on Dec 08, 2008

  • 28,175 views

There is a disconnect between what brands want and agencies deliver. Download the FREE 40 page report Reconsidering the Advertising Industry and learn how agencies can bridge this gap (go to: http://...

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There is a disconnect between what brands want and agencies deliver. Download the FREE 40 page report Reconsidering the Advertising Industry and learn how agencies can bridge this gap (go to: http://tinyurl.com/55cs9o)

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  • juanmarketing Juan Sanchez Bonet , SOCIAL MEDIA STRATEGIST / COMMUNITY MANAGER at Waggener Edstrom - Studio D singapore at Pasión por el marketing I love the way you showed... Right Question - Bad answer 1 year ago Reply
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  • alihasbini alihasbini , Marketing Manager at Ntt I have read a couple of your presentations and they are all fresh and interesting.

    Thank you for the valuable input     3 years ago Reply
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  • walter.dermul walter.Dermul BrandCoach , brand strategy consultant at BrandCoach Alain,
    As always : a brilliant story packed in an awesome presentation !
    w     3 years ago Reply
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  • alainthys Alain Thys , Managing Partner at Futurelab Jay, thanks for your view. I agree this is more relevant for FMCG (I guess we followed the 80/20 budget expenditure rule :-). In B2B there are indeed much more agencies which have recognised that it's about connecting to customers in a relevant and timely manner ... and making money in the process (cf. some of the stuff you talk about at Banner).

    Having said that, many of the agencies that service FMCG brands are also good at spending B2B money. Some of the things they get up to make my few remaining hairs stand up ... but that's a story for another day :-)

    Thanks for the comment.     3 years ago Reply
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  • jayball Jay Ball , Specialist B2B copywriter and marketing strategist Thanks for this, very interesting.

    Certainly in the world of the big FMCG agency, many of the findings are completely valid. Many of these agencies are built as production facilities for large global campaigns in traditional media and struggle outside of this.

    However, this view is less accurate in the world of the smaller, integrated agencies and in B2B.

    We have to be more flexible and embrace new ways of communicating (and whole new ways of working). If we don't, we lose clients (and we generally don't have the big fat retainers to cushion the blow).

    The future, for me, very much lies with the 'multi-disciplinary boutiques' – ones which are globally connected and smart about using technology. They can often attract a more interesting range of skills that don't fit into the big agency framework. And they can be more agile in adapting to, and capitalising on, changing circumstances.

    Thanks again.     3 years ago Reply
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  • diretruth diretruth Interesting slides: www.slideshare.net/heyalipona 3 years ago Reply
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  • anhba Nghia Huynh Phuoc , Manager at VietnamMarcom Thanks ! 3 years ago Reply
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Reconsidering the Advertising Industry — Presentation Transcript