Five Things Ad Agencies Have To Get Good At
September 4, 2011 by Kevin Michael Gray
Ad agencies are really good at certain things. They’re masters of simplifying and focusing. They’re great at creating – or better yet revealing – a brand’s story. They know how to get attention. Today we have decided to feature an article from EdwardBoches.com. Read More Below:
There’s a whole new set of skills and talents they ought to be developing as they encounter change in the form of new technologies (mobile), new engagement platforms (go ahead, pick one) and new agency models (think Victors and Spoils)
I recently had the chance to interview a number of my peers (a video is in the works) including Goodby’s Gareth Kay, Google’s Ben Malbon and Crispin’s Scott Prindle. We talked about our biggest challenges and how to address them. Five themes stood out.
Focus on innovation
It’s easy to stick with the tried and true, relying on traditional media metrics to make decisions about where we spend clients’ money and run ads. But playing it safe is the riskiest thing we can do. Agencies need to stay on top of changing consumer behaviors, master emerging technology and re-invent our own models in the process. Finding a way to make innovation part of the culture is key. You could set up a lab or skunk-works to experiment more as Ben suggests. Convince clients to dedicate five percent of their marketing budget to R&D as Gareth advises. Or attempt to invent your own new products and services as we’ve recently begun to do at Mullen.