Times have changed - isn't it time the agency model did too?

The marketing sector can be a complicated place as new marketing tools and techniques are launched, almost on a weekly basis. Powered by The Drum Network, this regular column invites The Drum Network's members to demystify the marketing trade and offer expert insight and opinion on what is happening in the marketing industry today that can help your business tomorrow.

A week or so ago, Peter Reid wrote an article in The Drum, where he discusses how he has spotted a slight reduction in the share prices of some of the most established agencies. Reid believes this is in response to the world’s biggest brands taking the 'media transparency' agenda much more seriously than before:

"They are recognising that in a digitally-led, tech-enabled world, there is no longer a need for complex rigid agency structures with teams in every operating market. Instead it is more important to have an agile team that can rapidly develop campaigns or content that can be deployed regionally, nationally or globally."

I have seen, over a number of years, how many brands have been keen to leverage data and programmatic skills of agencies to produce laser targeted, content-led campaigns online. This has resulted in some standout campaigns that have given clients an ROI, which they have rightly shouted from the rooftops. However, the industry has also seen an equal number of uninspiring campaigns, which lack any narrative and are poorly implemented. This benefits no one and can in fact put off prospective customers.

This is the point that Peter focuses on. First, let me quickly recap on something you know only too well. Accurate data, on exactly who your target audience is and where they spend their time online, is vital when planning a campaign of any size. This must, however, be paired with creative thinking, creative writing and design if you are going to achieve real success in this rapidly changing digital ecosystem. I have recently seen a number of well-funded digital campaigns, which look great, but are let down by ill-conceived copywriting that fails to elicit any sort of emotional response.

Peter concludes that the future will see a great number of opportunities for agencies that can bring together the skills of "the analyst" and “the artist". Which leads me nicely to why Think Jam and Intermission Film partnered in March 2017. Think Jam are an entertainment marketing agency with over fourteen years of experience working with some of the world’s biggest entertainment brands. A key component of their offering has been to offer social media audience analytics and insights. Intermission Film is an audio-visual creative agency that is highly experienced in creating engaging story-led video content.

Think Jam and Intermission Film partnered up specifically to weave these two disciplines together, and the response we have had in less than a year has been overwhelmingly positive. By creating a team that understands the power of data and storytelling combined, we’re ready for whatever comes next.

Andrew Timms is executive producer at Think Jam & Intermission Film

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