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.
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.
The Happy Envelope designs and produces wedding invitations, birth announcements, holiday cards and other custom printing products. The company recently opened an office at 525 Union Avenue in downtown Knoxville.
VCRs brought the cineplex into the living room, and Blockbuster Video made a fortune by allowing people to rent a flick for a few of bucks. Cost prevented ordinary consumers from owning vast libraries of the newest releases, so Blockbuster solved the problem by sharing the titles with its members. Now the Internet is delivering “videos” faster, more conveniently, and more efficiently then even driving up to the closest video store. Despite adding more features to its stores, Blockbuster is solving fewer and fewer people’s problems.
The Internet has disrupted other information delivery “solutions” providers like newspapers, music stores, and bookstores. The “problem” that consumers need access to information has not changed. It is just that the Internet solves that problem more efficiently.
Whether your business involves information delivery or widget manufacturing, customer’s problems are always changing, and solutions to their problems are always improving. While it’s tempting to sometimes try to make obsolete delivery methods more “featured” or widgets more efficient, sometimes you have to go to the heart of the matter and ask, “what problem does my business solve today?”
Let’s play a game. Name as many “water” figures of speech as you can think of in 10 seconds. On your mark! Get set! Go!
A fish out of water
In deep water
It doesn’t hold water
It is like drinking a glass of water
To throw water on fire
You can lead a horse to water but you cannot make him drink
Since the days of Poseidon, water has been a big deal. Whether discussing everyday life or business, we find ourselves making water analogies several times a week. Funny how well these expressions sometimes fit, but the real thing to remember is that with gentle perseverance a babbling brook can carve out the Grand Canyon.
Marketing isn’t always flash bang, but with consistent and gentle perseverance in marketing and public relations, your company can be a work of wonder. Even when it sometimes feels like you are frantically paddling upstream, remember that the cool and steady waters of the Colorado carved through limestone and sandstone – no explosions, just perseverance.
