A few weeks ago another partner of Bluegill and I spoke with a recent college graduate seeking one of those non-existent, executive level, no-experience, marketing jobs. She had a number of questions for us about the industry, and the opportunities that she might pursue while tracking down a job. Then she asked, “what does the agency look like in 2015?”
My suggestion to her was to start a blog asking that very question and interview partners of marketing firms/agencies from Knoxville to New York, Boston to LA. It would be an interesting blog to track an industry that is in major flux where they think they are and more importantly where they think they are going.
Yesterday, I came across Rei Inamoto’s Fast Company article about a tweet that spawned marketing mahem:
He goes on in the article to describe his desires for the week at Cannes Lions festival: “I’m looking for the ideas that rewrite the formula.” So, among technology, social, game theory, and traditional advertising what are the pieces of the 2015 agency?
As a technologist, I tend to see customer problems through technological solutions, but I am also a realist. The hard and fast “agency” rules of old are blurred. Clients need solutionists that are able to draw on a variety of old-world and modern skill sets.
So what does an agency look like in 2015?
- Business needs Artists. An artist is a great observer, communicator, and synthesist. I really like the ideas that Daniel Pink laid out in A Whole New Mind. The agency must be filled with
- Now Hiring Multipationalists. Traditional roles are dead. We have exactly zero typesetters on staff now, and we’re not hiring any stenographers any time soon. We do, however, have designers that write copy and programmers that do social media. Having a broad skillset and filling a pinch is one of the most valued employees.
- Data Manager. We are generating so much data for our clients, and when you hand it to them it takes minutes for the blank stare to ease. Agencies must become more adept at understanding, interpreting, and communicating client data.
- An Ear to the Tracks. In Inamoto’s article, he describes the annually changing landscape. It is not enough know about something 6 months after the beta release. Someone must be charged to have their ear to the ground listening to the changes that are coming, AND they must communicate the changes to the clients.
As I wrapped up the conversation with the budding marketer I told her the same thing that I’ll close this post with: the agency of 2015 will look different. To remain relevant we must embrace change and lead the way into the future with our clients while delivering results.
