Matt McNeanyFounder and Chief Executive Officer
We have seen a rush of entrants into
The agency worked on a strategy (analysed the audience and the brand, came up with a plan to bring the two together). This was briefed to the agency’s creative team, and once it was signed off by the client, it would be produced and versioned, either by the agency or an outsourced production specialist. Last, there would (probably) be some analysis of results, but it was questionable whether this would significantly implement the next campaign. Most importantly, marketing communications implementation was built around Campaigns. On, then off. Following a cyclical pattern. Tech has disrupted this in the following ways:
Strategyis inseparable from data; it is bigger than data but a Strategist who cannot see and manipulate and model data is just a guy making it up.
- Marketing production & implementation is a technology job. Brands are delivering their messages through software (whether that is a mobile, web or social app) which is increasingly more complex and needs hardcore tech skills, beyond the comfort zone of many agencies
- Post campaign analysis does not happen at the end. The data is available instantly and is inseparable from the strategy and the implementation. Analysis is constant and used to refine and improve and optimize all the time
- The Campaign model is being replaced by the Newsroom model. Our communications are always on.
What does this mean for the agency and why are so many Frenemies moving into
How do we implement and refine content across press, web and in-store simultaneously? These strategic questions are increasingly about technology. How can we use APIs and other tech interactivity to make our brand messages useful, interesting and coherent through our customer’s complex journey? Put crudely, strategy questions are now as much about maths and about ‘plumbing’ as about the art of brand development. And this is where the tech product vendors and consultants have got the creds. Creative is the new commodity. Clients are building implementation machines. The machines tell us when the creative has worn out or just plain isn’t working. When that happens, go to
Clients are building implementation machines. The machines tell us when the creative has worn out or just plain isn’t working. When that happens, go to
Why agencies may not be totally screwed after all
There is a really great article from Marketing Agency Insider which discusses how SaaS vendors continue to extend their professional service offerings to the extent where they start to resemble marketing service businesses. Why is this?
So, never underestimate the importance of the Account Guys – no one has yet figured out how to automate them!