Post on 30-Apr-2020
transcript
The Changing Agency
Landscape
Jim Nail, Principal Analyst
September, 2012
Agencies must differentiate on
solving marketing problems,
not on technologies or
channels.
Theme
© 2012 Forrester Research, Inc. Reproduction Prohibited
Agenda
What is an interactive agency? What is an agency??
The future is mediator, not agent.
What’s your future?
3
Every kind of agency “does digital”
All agencies claim significant digital expertise: Digital Creative
4%
4%
6%
86%
Service not offered
Outsourced service
Complimentary service
Core service
To what degree does your agency currently offer each of the
following services: Digital Creative
All Agencies
Source: Forrester August 2011 North American Agency Landscape Online Study
Base: 98 Agencies
All agencies claim significant digital expertise: Social Media Strategy & Execution
1%
3%
10%
86%
Service not offered
Outsourced service
Complimentary service
Core service
To what degree does your agency currently offer each of the
following services: Social media strategy & execution
All Agencies
Source: Forrester August 2011 North American Agency Landscape Online Study
Base: 98 Agencies
Headlines
Digital doesn’t define an agency, it enables it
Digital agencies present a challenge, but traditional agencies still
lead brands
Digital agencies face an identity crisis
Digital forces agency roles to evolve in more dramatic ways
© 2012 Forrester Research, Inc. Reproduction Prohibited
What is an interactive agency?
8
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What is “digital”?
9
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What is “digital”? (cont.)
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Digital or traditional?
11
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“It’s not about having a digital strategy.
It’s about having a connection strategy in a
digital world.”
Maarten Albarda,
VP, Global Connections
Anheuser-Busch InBev
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It’s decision time
• What they do AND what they don’t do
• How to compete
• Who their client of the future will be
• How to explain what they do in a relevant, credible, differentiating
way
In the next 24 months digital agencies will have to decide:
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What is an interactive agency?
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Digital disruption and how it is changing agencies
The future is mediator, not agent.
Resolution Media messaging
20
Agenda
© 2012 Forrester Research, Inc. Reproduction Prohibited
A firm that blends strategy, creative, technology, media, and data offerings to connect brands and their audiences in ways that balance satisfying
customer needs against achieving business goals
Value exchange mediator
21
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Value exchange mediators address four core marketing goals (cont.)
Add value.
Build loyalty.
Build brand.
Drive leads/sales.
Identify adjacent innovation.
Business transformers
Em
bed
emo
tion
in
to ex
pe
riences.
Ex
pe
rie
ntia
l b
ra
nd
er
s
Lead in-market consumers through discover/explore.
Demand generators
Co
nd
uct
alw
ay
s-o
n
con
ver
sati
on
s.
Au
die
nc
e
en
ga
ge
rs
22
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Core skills
Consumer insight
Business strategy
New product/service development
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Barriers
Harmonize “soft” human
empathy skills with “hard”
technology skills.
“We aspire not to even be a communications agency. We make things that make the product more useful and valuable.”
Loren Grossman
Chief Strategy Officer,
RAPP
Business transformers MEDIATORS THAT DEFINE POTENTIAL OR REDEFINE THE VALUE PROPOSITION
© 2012 Forrester Research, Inc. Reproduction Prohibited
“With digital, you can change behavior before you change attitudes.”
24
Experiential branders BALANCE DIGITAL INTERACTIONS WITH MORE EMOTIONAL RESONANCE
Core skills
Cross-channel experience
Multichannel messaging
Communications strategy
Barriers
Egalitarian culture
Ideas emerge from any area.
Colin Kinsella
CEO,
Digitas
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MEET CONSUMERS WHERE THEY ARE; GUIDE THEM THROUGH LIFE CYCLE
Demand generators
Core skills
Data
Optimization
Analytics
Barriers
Inject data-informed human
judgment into algorithmic
processes.
Robert J. Murray
Global Chief Executive Officer,
Resolution Media
“We target audiences that are ready to act and find inventive ways to turn intention into action.”
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Audience engagers CONVERSE WITH THE ALWAYS ADDRESSABLE CUSTOMER
Core skills
Customer data
Content: strategy, creation, and
integration
Barriers
Break transaction-centric
mindset to support ongoing
conversations.
“Our goal is to engage with the whole customer, not just as buyers and users of brands but as creators, participants, critics, champions.”
Stewart Pearson
Chief Client Officer,
Wunderman