Agencies and people
What agency (or type of agency) do you think will break out in 2010 and why?
Broitman: As larger digital agencies struggle with "The Innovator's Dilemma," nimble specialty shops will gain traction. We have already begun to see this transition in action with Wrigley's recent agency shake down. This may not be the case with media shops, but economies of scale do not have the same effect when it comes to creative shops. Brands will be looking to agencies for more innovative solutions and as many of us know, it is harder (not impossible) to be innovative in rigid corporate structures.
Flamberg: Several creative digital boutiques will arise to challenge the all-too-bland big agency creative online. It's a fair bet they'll come out of gaming and animation and grab a fair amount of attention.
Kleinberg: 2009 was a year of reckoning for many agencies. I'm getting lots of calls from clients saying "our last agency did a great job, but they don't get interactive." Traction increased billings by 125 percent last year because we generate ideas for brands and then think interactively about how consumers will experience them. It's the agencies with digital DNA that can think strategically like traditional agencies that will thrive in 2010.
Nichols: I hesitate to be a broken record on this one, but we really are nearing the point where agencies are actually going to have to provide great ideas and/or great strategic thinking. Most don't do either, focusing instead on making money through efficient execution. Agencies that have 80 percent-plus of client hours going to execution are going to find themselves really hurt this year by the proverbial "freelancers in a garage somewhere." As well they should be.
What should agencies do more of this year that wasn't done in 2009?
Flamberg: No. 1: Strategic thinking aimed at delivering business results for clients. No. 2: Measure the business value of social media and develop cases that suggest that social media can deliver improved business results, not just brand awareness and affinity.
Clark Kokich: Agencies need to help clients build brands that do something, not just stand for something. Agencies are very comfortable helping clients formulate effective messages. But clients want agencies to help them create customers and service them through compelling experiences. Clients want agencies to help them participate in the social world. To do those things, agencies need to change their mindset to empower brands by creating great experiences, not just messages.
Nichols: Agencies need to become a real resource for brands in the area of social media. Identifying platforms to help them analyze the socialsphere, providing a layer of insights reflective of their role as brand stewards and "the voice of the consumer," and (here's the painful bit) developing, shaping, and refining campaign ideas based upon consumer input and ideas.
What will be the biggest shake-up on the agency side for 2010?
Flamberg: More consolidation by clients. Fewer agencies serving big clients. Death of more small agencies. Marginalization of those without significant digital capabilities.
Nichols: Many more companies are going to crowd-source advertising and campaign ideas, as well as product and product improvement ideas. The trend started by Procter & Gamble and others is going to become genuinely mainstream, reflecting the reality that no small specialist team has a monopoly on ideas. But the role of experts won't go away; rather it will evolve to one of helping to identify the best consumer ideas and shaping them into powerful and compelling brand platforms.
