Being in advertising tends to be perilous.
No one in our industry can ignore the seismic business and cultural shifts that are reshaping our definitions and expectations of the advertising world. One only needs to read Ken Auletta’s Frenemies book—or the annual earnings reports of the ad holding companies—to know that being an advertising agency in today’s world is fraught with peril and derogation. In fact, to many of our clients the idea of an ad agency is either anachronistic or irrelevant.
In 2017, for the first time ever, four consultancies cracked the top 10 of the world’s largest agencies in the world. Consultancies are seemingly taking over ad agencies’ purview because CMOs are now hyper-focused on business growth and not just brand goals. Consultant work is less prone to being scrutinized by procurement departments that make it a truism to bang ad agencies upon fees and hourly rates.
Ad agencies are also being supplanted by in-house studios, content hubs and digital/social departments. Choosing to act more nimbly, effectively, cheaply and with greater insider knowledge of the business strategy, forward-thinking marketers and brands would rather pay their own people than agency folks. Often, going in-house is more lucrative and meaningful for top creative and digital talent, leading to a palpable brain drain at large ad agencies. According to a Forrester study, marketers with in-house agencies increased to 64 percent from 42 percent just a decade ago.
Denne historien er fra September 17, 2018-utgaven av ADWEEK.
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Denne historien er fra September 17, 2018-utgaven av ADWEEK.
Start din 7-dagers gratis prøveperiode på Magzter GOLD for å få tilgang til tusenvis av utvalgte premiumhistorier og 9000+ magasiner og aviser.
Allerede abonnent? Logg på
News Anchor Of The Year Megyn Kelly
From Trump to ailes, the fox news personality fearlessly faces off with the powers that be—and ends up crushing the cable ratings race.
The Big Bang
Global consultancies are rocking the agency world, creating a new universe of offerings that meld marketing and technology.
DROGA5
Using the fingers on just one hand, David Droga argues, you can count the number of agencies that possess a “strong soul.”
Ogily
When it comes to leadership changes, 2016 will be remembered as a time of disruption.
The Myth of White Space
'Brands have to stand out in an obvious crowd—not stand alone in an unusual spot that no one cares about.'
Brand Phelps
Can the greatest olympian in history be as dominant out of the pool as he was in it?
Masters Of Their Domain
WHY DIGITAL BRANDS ARE KILLING IT IN ECOMMERCE. BY LAUREN JOHNSON
Winners' Playbook
BRANDS OFTEN FIND THAT WHEN THEY AIM TO DO GOOD, THEY ALSO END UP DOING WELL. HERE ARE FOUR RULES TO KEEP IN MIND. BY DAN TYNAN
Flipping The Disruption Script
THE FORTUNE 500 SHOULDN’T REST ON THEIR LAURELS OF HAVING A FIRST-TO- MARKET ADVANTAGE.
MCCann
All things old were new again in 2017 as McCann dominated the U.S. agency landscape with a string of wins and created the most-discussed campaign of the year in Fearless Girl.
