The Advertising Agency of the Future

Russell recently interviewed the girls from Blag and as well as posting a podcast on his site, he also wrote up the experience for Campaign (the UK’s advertising newspaper). And then Richard wrote about advertising having come full circle. From being media sales houses in the beginning to full service agencies and now the dominant agencies being media buyers once again.

This got me thinking. Why do clients really need creative advertising agencies?

If they want press ads why not speak to the publication, after all they know their audience better than an ad agency ever could, they can also create ads that represent the style and tone of voice of the publication blurring the line between ads and editorial. In addition, the publications can go further, as in the case of Blag, and weave brands into the story as they see fit.

When it comes to TV the same applies – why not use the likes of 4creative to produce your TV ads or even just use a director? The TV channels know their audience and may well come up with far more creative ways of including your brand or product within the programming than an ad agency could. (not that you’d choose to do TV if you’d have read the 2004 Deloitte report which just 18% of ads give you any ROI)

In terms of strategy and overall creative direction many brands now have internal planning teams and brands such as Innocent and Virgin have their own creative directors.

So creative ad agencies, what’s your raison d’etre?

One of the reason’s that there will always be advertising agencies is to sell things that don’t sell themselves. When it comes to car insurance, banks and services (low interest categories) you need that little bit more in expertise. You need a company that is prepared to go out and create marketing that guarantees phone calls, web hits and sales and also an idea that will work in all media – not just TV or online or press.

Creative agencies also give an opinion that is (hopefully) above company politics, not routed in one specific medium and to give an additional point of view to that of the media agency. The best agencies can also provide an incredibly important to get an outside perspective on your business.

It’d be great to hear media, creative and client views on this topic.