Taking advantage of emerging trends

Agencies need to respond and adapt to the evolving ways in which consumers are pro-actively engaging with brands. This is the messages from the IPA/Future Foundation report ‘The Future of Advertising and Agencies: A 10 Year Perspective’

Adapt or die. Agencies “need to get to grips with emerging trends or else see commercial advertising begin to decline”. The future, they say, lies with “the delivery of content, data and channels.” They claim this will provide new business opportunities whilst still maintaining the overriding focus on brand creation and development. Agencies will need to take on multiple roles such as:

Agency as media brand owner
Agency as joint venture partner
Agency as content collaborator
Agency as programme producer
Agency as network creator
Agency as data provider
Agency as data aggregator

We’re currently exploring new ways of working with other agencies that will enable us to not only to offer best advice on engaging with customers but also to deliver it.