Reconsidering the Advertising Industry


What marketing leaders want from their agencies

Alain Thys and Stefan Kolle of Futurelab have published a thought provoking report on the advertising industry:

There is a growing disconnect between what advertising agencies offer, and what their clients are looking for

Although the report is focused on above the line and media agencies, rather than a specialist conversation agency such as ourselves, there’s more than the slide I’ve pulled out above to suggest that the approach we’re taking is what clients both want and need. Judge for yourself:

If that piqued your interest, you should also check out The Connected Agency report from Forrester:

marketers will move to the Connected Agency – one that shifts: from making messages to nurturing consumer connections; from delivering push to creating pull interactions; and from orchestrating campaigns to facilitating conversations.