(+ Some Findings from the Summit 2005, expressed by Consultants)
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1. The Need for Innovation in Consumer Approach:
The
Consequences of Consumer empowerment on communications were
dramatically demonstrated and clearly showed that the Advertising
industry was going to be totally restructured by this only factor. With
or without the agencies' help.
Our goal is to provide the participants with up-to-date
information on the current situations, objectives and development
strategies of some of the largest global advertising companies and
provide an opportunity to network with major agency search consultants
from around the world. |
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"Consumer was King, then God. Now Consumer is our competitor."
"Technology
has given consumer the means of choosing the Channels, the Products and
the Brands he wants to relate to, at the time and for the duration of
his choice. Now he can create his own content through consumer blogs,
forums and review sites give consumers a global voice that can
determine the fate of a brand."
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2006 Focus
So
does consumer empowerment mean bad news for Advertising? Are current
marketing solutions involving new communications touch points and
techniques using consumer empowerment a passing fad in the faddish
world of advertising or does it represent a more significant shift? How
are main stream agencies incorporating these trends in their planning?
And do they walk the talk?
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2. The Need for Innovation in Creative Development:
Agencies finally understood that the core of their service was the Idea not the Campaign.
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"The
mantra of the big idea is resonating throughout the industry as the
centre of plate need to provide integrated holistic communications. No
one has clearly differentiated themselves in this area."
"I believe all agencies stressed the fact that the
advertising campaign is dead unless it is built on a business idea/
brand idea. Looking at the output only a few of them have gotten to the
point where we can see the difference."
"Creating a creative business idea is the focus of the
network. That’s clear vision of all network and holding companies.
After a period of pure accountability-driven organizations occurs to me
a sense of urgency to create a Center of creative excellence. The way
agencies create their own solutions was breaking news. New lighthouses,
better trained and coached people, better tools and working methods
gives a relevant sign of a new development in the agencies. It was
demonstrated that the global networks focus on a real integrated world.
A real re-invention!"
"This is a renaissance time for agencies as there is
more creativity from more aces than I have seen in my 20 years in the
business."
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2006 Focus
Some
Agencies have started to re-invent the creative process. Few have
started to question the organization of the creative department and the
composition of the new creative team. This is clearly an area of
interest for the up-coming Summit. What is inside the Creative Box?
Today and Tomorrow.
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3. The Need for Innovation in Organizational Solutions:
We
witnessed what should be tomorrow’s focus and fight between Media and
Creative agencies: The Battle of Re-convergence. Some defining it as
the Full service agency re-visited some others as mini holdings. With
the blessing and the active involvement of Holding companies which are
(painfully) revisiting their organisation. |
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"My
impression of the London Summit in April was that the media agency more
than we realize claim their position in creative content developing. An
observation that the participating media-agencies confirms also in this
summit in NYC; and how? These are the new initiatives that leads to
effective ways of brand communications based on consumer insight (see
their processes), their tools and their ambition (in-house creative
teams) to create new effective ways of communication to the consumer.
They invested in creative people and in tools to track their effective
brand contacts. In fact the core business of the creative agencies!!!!
So the consequence will be that media will come back to the agency.
There will be a need for really integration of strategy creative and
media. That’s going on and creative agencies should realize that this
trend is already going on. There’s no way back."
"Media agencies own the high ground over their
creative partners with more implicit insight into the consumer, new
technologies and the future. It is evident that some merging of thought
between media and creative is required through closer working
relationships to deliver the clients the optimum effect."
"The Media Agencies are moving into the position of
marketing agencies, given the depth of their involvement in client
business. Some creative agencies will probably follow this example,
once the volume of the alarm clock for the wake up call has been turned
up to maximum." |
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2006 Focus
Interestingly,
it is not clear how convergence between media and creative agencies is
going to happen in the future. Does the relative silence on this topic
signal that, for the time being both parties deny this problem or are
they heading for a confrontation? How will the industry merge of the
best of both worlds?
This should have also implications on Clients
organization and eventually on Agencies labelling (Will they be called
Media or Creative agencies in 3 years time?). Are Agencies using
innovative organizational and management techniques to better serve
their client needs? |
