A few Musings from Wolfzhowl on the future agency, more to instigate conversations and invite feedback - so that we can learn too :) Traditional Vs Digital, Instinct Vs Data, Differentiating Brand Stance Vs Selling Context, Marketing Vs Sales, Equity as ROI Vs Sales as ROI. The debate seems to have become about "Vs". That is true if you look at the debate from a traditional agency Vs a Data/Digital agency perspective. But being on a slightly different aspect for the last 5 years - If i divorce myself from the Vs perspective and look at only from a brand's benefit perspective (combining and using the best of both traditional and new) - the process will be different and the future agency will be different. This "Vs" argument is actually making us still have a red ocean argument as far as the agency business is concerned.... The blue sky picture could be...

1. The Future agency?
A few musings on…

2. Business Re-Framing
(The Business The Brand Is In, not just the product)
Consideration Contexts
(Advertising/ATL etc;)
Conversion Contexts
(BTL/Sales/Reatil Initiatives etc;)
Traditional Agencies
The Question that was the achiness heal: Where is Accountable ROI?

3. Enter Digital/Data Evolution

4. CON(sideration/version) CONTEXTS
(Post-Digital World)
Persona Based p2p mapping – contextual messaging
Digital/Data Agencies
Soon Every Brand Becomes Digital/Data Smart – Leads to Digital/Data Contextual Clutter
Leading to lack of differentiation again

5. Meanwhile, what the client is left doing…

6. Business Re-Framing
(The Business The Brand Is In, not just the product)
CON(sideration/version) CONTEXTS
(Post-Digital World)
Persona Based p2p mapping – contextual engagement on relevant platforms
Traditional AgenciesDigital/Data Agencies
Consideration Contexts
(Advertising/ATL etc;)
Conversion Contexts
(BTL/Sales/Reatil Initiatives etc;)

7. Consultants/Digital/Martech firms Vs Brand Agencies – Somebody Wins the war

8. Business Re-Framing
(The Business The Brand Is In, not just the product)
CON(sideration/version) CONTEXTS
(Post-Digital World)
Future Agencies
Persona Based p2p mapping – contextual engagement on relevant platforms

9. The Future Agency shall also mine data to co-create product/service/Marketing/sales innovations based on
several contexts & the macro environment along with the client teams.

10. Example:
https://www.youtube.com/
watch?v=dA2F0qScxrI
https://www.youtube.com/
watch?v=dA2F0qScxrI
Business Re-Framing
(The Business The Brand Is In, not just the product)
“We Exist to help you belong anywhere”
Persona Based p2p mapping – contextual engagement on relevant platforms
Economy as
shopping mission
Last Minute stay as
shopping mission

11. Mining Behavioral Data (Intentions & usage) & using predictive analysis and design thinking for innovations:
Air BnB will continue to exist to help people belong anywhere
(Their Purpose actually guiding their product/service innovation)

12. www.wolfzhowl.com
Howl….