What Does Tomorrow's Advertising Agency Look Like?

As global marketing becomes more complex, brands require a new type of agency partner to plan and manage their global campaigns. One of the key challenges facing global marketers is the speed and volume of change brought about by technology. Technology doesn’t just enable marketing; it’s now at the very heart of the customer experience. And, as brands evolve with technology, they demand that their agencies also embrace change. Being agile, customer-centric and highly collaborative has become essential for an agency’s survival.

We’ve identified 4 evolving trends in global marketing that are driving this need for change.

1. More focus on results and data

Technology has provided marketers with the tools to work faster and smarter, but it has also raised the expectations of their management who constantly demand that they justify return on investment. Moreover, with the rise in technology, getting through to an already saturated audience is more difficult; audience’s attention spans are decreasing, making them more immune to marketing communications. As a result, marketers are constantly trying to innovate, iterate and optimise their campaigns using technology to boost brand awareness and conversion, with a big focus on data – at the detriment, perhaps, of creativity.

2. The proliferation of channels

The process of getting a brand message out to an audience across multiple channels isn’t easy. It’s no longer as simple as reaching out to a large audience with one TV spot, two print ads and one Out of Home creative, which was likely to constitute a campaign ten years ago. Today, marketing involves hundreds of channels. Not only are channels fragmented, but different messages and strategies are required for each channel. Understanding channel strategies and requirements is just the first step. Being able to produce and deliver the necessary creative assets is the more laborious task, particularly when you layer on different languages and cultures. 

3. Jack of all trades

As campaigns extend across more channels and campaign results become instantly trackable, marketers are having to take a more hands-on approach by getting involved in the implementation of their campaigns. This means that they’re effectively being pulled away from what likely brought them to marketing in the first place – strategy and creative – and are spending most of their time implementing and delivering campaigns instead. This is especially true on large global campaigns where central teams are busy orchestrating campaigns, managing stakeholders and reporting to higher management, while local teams are pressured to deliver global plans and demonstrate results.   

4. The decline of the network agency model

Agency networks have developed and grown over time, often through takeovers, mergers and partnerships, to deliver big campaigns to multiple markets. However, today’s campaigns have many more variables. Modern marketers are constantly testing, learning and iterating and this applies as much to their media strategy as it does to their creative message. Marketers are also having to launch new products and services more frequently to compete with the competition, to reach new audiences or to conquer new markets. All of this requires a much more agile approach than that being offered by big network agencies. What’s more, with the multiplication of marketing initiatives and touchpoints, marketers can no longer afford to rely exclusively on network agencies, as these tend to come with a high price tag.

A more agile approach

Brands are recognising these challenges and are actively looking for solutions to reach global audiences. It’s a conversation that we find ourselves having more often and it’s an area in which we’re proud to be pioneers. Our agency model is based around constant agility, independence and deep, local understanding. That’s why innovative and high growth brands such as Oracle, NetJet and Dropbox have turned to Freedman for their global marketing campaigns and we’re proud to be partnering with them to find tailored solutions to their global marketing needs.

  We specialise in implementation, allowing our clients to get back to the bigger, strategic picture. Freedman helps clients to streamline and simplify the process of delivering global marketing campaigns. With our scalable, on-demand solutions and decades of experience delivering campaigns around the world, clients know they can rely upon Freedman to deliver.

  Planning and delivering the right assets at the right time, in the right place is what Freedman does. Why start from scratch trying to build your own processes to roll out multi-language, culturally relevant campaigns in multiple media when that’s our expertise?

  You can benefit from our independence; we will always give you a neutral view as you plan your global campaigns. Because we’re independent we can play nicely with everyone, delivering the scalable, on-demand, expert services that our clients require. We know what we’re good at, we’re not interested in selling you something else, and typically the network agencies know where we can help them too.

If you experience challenges with your global or multi-market campaigns and would like to discuss our agile approach in more detail, get in touch today.

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