The document discusses the need to reinvent agency structures for the digital age. It argues that agencies must be built around connection and influence on consumer behavior rather than traditional creative teams. The author proposes a flat, horizontal agency structure with multidisciplinary teams that can flexibly work across brands. Each client team would have a director acting as a marketing partner immersed in the client's brand to direct it towards future opportunities.

1. THE REASON WHY
the structure
OF AGENCIES MUST BE REINVENTED
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2. Our agency is structured around our vision on
creativity. We believe that creativity should deliver
upon marketing objectives.
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3. Everybody knows that analog ideas like TV spots,
print and radio have their use. But that
campaigning is meaningless without
behaviour.
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4. And influencing behaviour has become
completely different in the digital age. Advertising is
just one of the factors that drives behaviour.
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5. Consumer driven marketing has
become crucial in influencing conversions.
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6. That’s why our ideas are build on the concept of
shareability. And bringing brands into the
conversation.
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7. In a connected world, you need connected ideas.
The core of the agency of the digital age should
be build on connection.
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8. That’s why we build our agency, unlike the
agencies of the past, not on creative teams.
But we build it on a flat, horizontal structure. In
which we work with a mix of disciplines
that work together as 1 team.
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9. This model is gives us flexibility. Allowing
us to shape the teams to the challenge at
hand. Allowing us to work on different brands
and marketing challenges.
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10. And allowing us to come up with ideas
that surpass communication.
Our output however is vertical: from
strategy to production.
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11. Every client team has a solid core,
which is headed by a director. Their role
is to be a marketing partner
to clients.
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12. Making sure the ideas stand in function of
creating business advantage. And
directing the brand into future opportunities.
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13. A director works at the client office for
a set period per week. To get total brand immersion
and act as a true sparring partner.
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14. SUE AMSTERDAM
@SUEAMSTERDAM
HELLO@SUEAMSTERDAM.COM
WWW.SUEAMSTERDAM.COM
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