Modern Agency

Modern Agencies
Future of Ad Agencies

Kirschner Branding | April 2010

A lot is being talked about the future of advertising
agencies. The following pages present some thoughts on
the subject.

Brands are deﬁned by their purpose and what they do.
Brand - Rapha.cc:

GLORY THROUGH SUFFERING
“Clothes and accessories are badly made. So, if someone spends five grand on a
titanium bike and then buys a day-glo polyester jersey that doesn't work very well, it's
just not good enough. The origins of Rapha were to say we can do more with clothing -
let's bring it up to the level of the bikes.” Simon Mottram


Agencies are deﬁned by their point of view and what they do to
generate and integrate ideas. Agencies are also deﬁned by their
insights and development of opportunities.


“The very model of our industry is being called into question, the model
today is no longer valid, no longer relevant.” Maurice Levy

“Agencies are struggling to evolve as marketing and traditional media go
digital in all areas of campaign execution and audience activation.”
Industry Survey response
“It’s about people not consumers.” Dr. Robert Deutsch

"To be a great marketer, ﬁrst forget about marketing. Think about
life. Then you'll be a great marketer." Dr. Robert Deutsch


Offering

The offering of ideas and campaigns cannot be like 5 years ago. The same
way brands need to adapt to changing lifestyles and technology, agencies
need to understand the cultural context and adapt too.

Digital is now a social behavior for many people, they connect with friends
and brands in different ways and channels. Ofﬂine engagement continues
strong but only the relevant communications. (worthwhile communications
that express what the brand represents)

The new offering and approach should be more of a holistic view where
great ideas can be executed with a great network of partners to engage
people/users. As seen in many companies and campaigns, collaboration in
projects with respect between parties can enrich experiences and products.
People remember what they’ve never seen before and if a group of different
minds create an authentic experience, probably people will recommend to
friends.


Clients looking for “Inter-disciplinary Boutiques”

According to recent studies, companies and brands are
looking for agencies that: do their homework, learn about the
clients, brand, industry and market.

These clients are looking for agencies that can present new
creative strategies, guide them in the age of ideas, create
products, platforms that impact, campaigns that express and
connect.

Digital is essential for most campaigns but some agencies fail
to recognize that the original idea and strategy must be
compelling/relevant to deliver results & LOVE.


LOVE?

When somebody gives you something that makes you feel
good and even makes you “feel more like yourself”, this action
creates a bond, an authentic connection because that person
or brand ﬁrst of all is “giving” and knows how you feel and
understands your needs. The person receiving will probably
feel like giving something back.

When generating great ideas and wrapping them with style
and content, you can let the brand speak for itself - people
will engage and participate.

Think Different - Assurance - Just Do It - People Against Dirty


What’s happening:

- Rise of crowdsourcing.
-Unilever, Pepsi, Ford, Threadless, Starbucks, MUJI, Dell, Best Buy, Lego, Cisco, Apple and many others.

- Rise of companies creating their own digital platforms.
-Condé Nast, Coca Cola, Pepsi, Hyundai/KIA, Method, Burberry, Innocent, Chipotle, Uniqlo and others.

- Rise of consulting companies becoming strategic
marketing partners.
-Accenture, Bain, McKinsey, IBM.

- Rise of innovation labs in agencies.
-BBH, Ogilvy, W+K, Arnold, McCann, TBWA and others.


Characteristics of Modern Agency:
*Tailored approach and Initiative

The content on the following pages does not mean agencies must be able to
tick all the boxes.

But agencies as Generators of Ideas must ﬁnd ways to integrate or
collaborate with partners that can.


*Tailored approach and Initiative

- Strategic, Market Savvy, Effective, understands customer journey.
[Closest to how the consumer feels. Kevin Roberts]
- Develops IP, Storytelling, Products, Brands, Packaging.
(great content)
- Collaborative, Integration, Co-Creation, 360º.
- Digital/interactive, Engaging not noise. Participation not Attention.
- Emotional <-- fun --> Utility.
- Marketing embedded in product, Baked-in.
- Insights driven, KISS, looks for new opportunities.
- Experiential marketing & Transmedia.
- [Ideas and Revelations - Not Insights. Kevin Roberts].



- Modern Agencies are willing to fail and try the unexpected.
- Agency/Structures that meet the world, listen to people, category and artists.


Examples of Agencies:

Not all agencies will be able to develop their own products, applications and
brands. However, being part of projects from scratch creates a different
mindset from market analyses, insights, standards, business implications,
product design/development to launch.

The experience of developing IP and the steps to get there bring many
challenges that after learned can be applied to clients.

Some agency examples: CP+B, Anomaly, Erasmus, 72andSunny, Fuseproject,
Goodby, Brooklyn Bros., BBH, Barbarian Group.


Full screen browser

3-D Apple music visualizer


Thinking before and beyond the sale


Campaigns Plus Platforms


Campaigns - “Transmedia”


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