At the Bristol Media Master Class event on Monday 6 July, the findings from a Future Foundation/IPA study on The Future of Marketing and Agencies was the centrepiece for the 80 people from creative agencies across Bristol and Bath who descended on Osborne Clarke’s riverside offices.
Drawing on the collective opinion of over 100 contributors, including CMOs and agency leaders and strategists, the study predicted four future scenarios of consumer engagement with brands against which to plot agencies of the future.
All were technology enabled, but in different ways.
For the quadrant nick-named Brand Me-Q, the focus for brand engagement lay in delivering the emotional bond of superior customer experience.
For Me and the Brand next door, the role of the brand was more of a facilitator, giving the consumer the opportunity to take centre stage. The role of the agency was to introduce and manage consumer talent for brand benefit.
Best Buy Brands presented a scenario where b2b and b2c platforms would become the ‘retailers’ of the future, leaving brand owners to focus on quality of partnership, service and product delivery.
It was noticeable that the iControl segment was the only one not to feature the word brand. Technology rather than brand was the enabler here, and those agencies who could provide the links to technology innovation would win.
Presented by Michael Agnew of Future Foundation, the main findings were then interrogated by a lively panel discussion, facilitated by IPA director of marketing strategy Janet Hull, including Claire Banks McCann Bristol, James Craig True Digital, Gemma Coles Mubaloo and Chris Thurling, Chris Thurling Associates.
Together they debated the future role of agencies, the definition of creativity, brands of the future and finding fresh talent.
Access full copies of the report here.