Monday, August 1, 2011

Analysis: Agency of the Future

the drum reporting:
Tim Hipperson, CEO, G2 Joshua discusses the advertising industry and how agencies utilise emerging technology to promote brand messages.

At Cannes this year, our industry’s newest recruit Will.i.am claimed that “Ad agencies are yesterday.” He declared that success now relies on converting consumers into brand advocates - or ‘agents’ as he puts it. Essentially, Will.i.am is referring to effective social media engagement. This is hardly breaking news. It is clear to most of us that Will.i.am’s agency of the future has long since arrived.
Ad agencies have consistently taken notice of the significance of emerging platforms. However, unfortunately, many are guilty of simply paying lip service to them and barely scratching the surface in terms of using them to maximise exposure.
Will.i.am’s assumption that the industry has failed to recognise their implications is naive and misguided: in fact they indeed recognised it and actively chose a head in the sand approach. However, our new industry ‘mascot’ has got something right; the traditional agency formula is inadequately prepared for the fickle and fast-paced demands of the online community. Now it has never been clearer that the focus must be on genuinely engaging with consumer communities.
http://www.thedrum.co.uk/news/2011/07/31/24256-analysis-agency-of-the-future

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