For the past four months since launching, iMedia in the U.K. has been busy publishing the weekly newsletter that you all receive on Tuesday mornings. But behind the scenes we've also been passionately dedicated to developing the inaugural U.K. Agency Summit, in collaboration with our
outstanding Advisory Board. And from the comprehensive research undertaken, it's become clear there are a lot of serious headaches facing agencies here in the U.K.
Here's a short taste of what the summit's going to be digging into, and it would be great to hear from our readers on any of the challenges we're going to be debating and drilling down into over the two days. (View the full schedule
here.)
So let's take a closer look at these significant problems:
What the heck is a successful agency going to look like in five years time? Potentially one of the greatest challenges facing more 'traditional' agencies in the U.K. is how they'll evolve successfully and thrive. The question isn't which type of agency will shine in the future -- it's far more about what will be required of any communications company for it to succeed in a more digitised, integrated and multi-channelled world. Agencies (especially larger more traditional ones), understand what consumers really want and what they're thinking. But they don't often know how to best pull their resources together effectively or how to utilise other resources to the best of their ability.
One of the greatest challenges will therefore be how digital partners can team up and work effectively alongside the larger more traditional players. And that's before we even dare to ask the question -- what happens when a purely 'digital' agency wins a large account to deliver all the creative work for campaign? How will this impact on the structure of a traditional agency?
Making it entertaining! The future of great creative will have to be about delivering entertainment to people
Agencies are faced with a major headache. They realise the massive significance of delivering highly entertaining, seamless work across the many media channels of the 21st century.
But how on earth do they really achieve this, when so many agencies simply fail to understand how to drive a golden thread through creative beyond the standard television and display campaigns? They need to deliver this great creative across digital platforms, into peoples lives, so that today's consumers feel truly engaged in a way that doesn't just thrust as many opportunities to see at them!
The talent headache: how to find great staff, keep them happy and ensure you keep them!
It's clear that in the U.K. (and around the world), the problems agencies are facing with their recruitment are more than troublesome. Many agencies desperately need to better understand what it takes to find the very best staff out there but to avoid losing them, thus keeping the problem of staff turnover down to a minimum. A great agency is built around great people who are well meshed and familiar with each other's working skills and abilities. Teamwork is vital, and when staff turnover is high -- this affects both creativity and strategic effectiveness.
Striding confidently into a changing, digitised world
Many digital agencies are already knocking on the door of the larger agencies and pitching for more 'traditional' briefs. When digital agencies win TV or press work then everyone will realise what a changed advertising landscape we are part of.
But there's a great deal digital agencies can learn from the larger organisations out there. Improving their creative, getting under the skin of the consumer and delivering highly innovative campaigns are all major challenges for the digital agency. And what of the new technology out there and how best to utilise it? The larger agencies desperately need to know more about the trends, tools and new channels at their disposal -- to ensure they make the right strategic decisions about the media they use. For example, why use a social network if it doesn't totally make sense for the client you happen to be working with?
The Summit is sure to invigorate and stimulate new thinking. But more than this, we believe that the time is right to bring agencies of all backgrounds in the U.K. together to truly change the way they currently work for the better and learn that collaboration can lead to happier clients, engaged consumers and a far more dynamic industry.
Gavin Sutcliffe is editorial & content manager, iMedia Connection U.K.
