‘I’m excited about marketing’s retro revolution’: agency leaders on new brand environment
Over the last couple of years, agency leaders have been telling us about a shift in their relationship with clients: deeper collaboration across strategic briefs, giving them access far beyond the chief marketing officer to teams such as tech and operations. At a recent roundtable with leaders from The Drum Network, we asked the assembled experts: what’s most exciting about this brave new world of collaboration, cross-disciplinarity and organizational change?
Nick Myers, head of planning, Oliver: marketing’s retro revolution
Agency leaders on ‘marketing’s retro revolution’ and their other hopes for the new brand environment
I’m excited about marketing’s retro revolution, where we’re going back to being true strategic partners, not just working on little fragmented bits of the puzzle. And that is causing us to have deep expertise and have a clear view on what our proposition is, where we can truly add value and what we should say no to. And win by adapting to the client’s needs. The opportunity to be true partners again is quite exciting.
Cassy Waugh, head of client services, Nucco: the convergence of all disciplines
The latest marketing news and insights straight to your inbox.
Get the best of The Drum by choosing from a series of great email briefings, whether that’s daily news, weekly recaps or deep dives into media or creativity.Sign up
What we’re doing now involves more tech, more data, more automation. At Nucco, we work with virtual reality (VR) and augmented reality (AR). Technology is giving us so many opportunities to try new, interesting ways of communicating with people. We’re bringing technology, data and people from the gaming world all together. That broadening of the disciplines, outside of marketing communication, has bought in so many possibilities. We can do that because we have relationships with clients that trust us to try new things, and we’re talking outside the marketing team that enabled them.
Jamie Maple, managing director, Wilderness: the joy of mindful briefs
The influx of diverse voices is really going to change the way the agency world operates, but also the way that client relationships work. Getting more purposeful, more mindful briefs (and brands thinking more about sustainability and diversity) allows us to think in a more open and mindful way. Those briefs are coming through, and we’re getting a lot of opportunities to talk to our own values and beliefs as an agency.
Richard Arscott, president, Revolt USA: opportunities for real change
It’s no longer about cause-related marketing; now it’s about purpose transformation. Our ideas are traveling the whole way through the business. That’s really exciting because you can affect real change within a business. And you can affect more change out in the world, rather than just being at the end of the spectrum.
Haseeb Shaik, digital transformation director, Adapt Worldwide: access to the C-suite
The fundamental shift is that, on the digital marketing side of things, we’re getting closer access to the C-suite. We’re making infrastructure changes and infrastructure requires significant investments. So C-suite buy-in and closeness to the C-Suite is fundamental. That will shape the future of transformation.
Niki McMorrough, UK commercial director, Relevance: more everything
There’s an increasing diversity on the client side, agency side and in target audiences. More perspectives are viable and can be heard. That gives more options: more media that you can use; more places where you can be seen; more messages that you can try. And that’s leading to a much more interesting working environment. More women, more ethnic diversity, more points of view. Those people were always in the target audience, but nobody was listening. It’s brilliant to see it really happening every day more and more. It’s just all so much more interesting than it was before.
Content created with:
Our unique model moves at the speed of modern business to drive change from the inside out; working smarter to make our clients’ money go further, and helping them build better solutions, systems and brands. Client solutions include Unilever’s U-Studio (a platform used by almost three-quarters of Unilever's brands globally), adidas’ off-shore hub and PepsiCo’s global digital team. In 2020 we were ranked #1 in Adweek’s Fastest Growing list (US) and featured in The Drum’s Honours List of the best businesses that helped shape the year. We are part of the Inside Ideas Group (IIG), which combines specialisms from Adjust Your Set (content and culture), Dare (design, experience and engineering) and Aylesworth Fleming (property marketing). IIG joined the world’s first brandtech™ group You & Mr Jones in January 2019 to give their clients access to the latest marketing technology solutions. The group includes tech-driven marketing companies, 55, Mofilm, Collectively, Gravity Road, Blood and Mobkoi, and holds strategic investments in leading technology businesses including Pinterest, Niantic, AI Foundation, VidMob, Jivox, Zappar, EVRYTHNG, Automat, Blacktag and Beeswax.Find out more
We are communication and experience experts that change behaviour and perspectives. We use powerful creative and emerging technologies to create projects ranging from film and animation through websites and deeply immersive AR and VR experiences.Find out more
Working at the intersection of community and commerce we embed brands in online culture through social-first thinking.Find out more
The world is on fire. There’s no time to watch from the sidelines. The most successful brands of tomorrow will be the ones that take a stand today. It’s time to pick a fight. We are Revolt. A purpose consultancy built to start and spread revolutions with partners that want to change the world.Find out more
We're Adapt, a digital performance marketing agency. Here to help you achieve Growth Without Boundaries – whatever your market, whoever your audience and however you measure success.Find out more
Relevance is a strategic and creative digital agency specialised in profiling and targeting Ultra-High-Net-Worth Individuals for the world's most exclusive brands and companies.Find out more