Posts Tagged ‘ad agencies’

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Why I believe JWT is one of the few agencies with great vision.

February 7, 2010

I love the creative piece of work from Ogilvy where they just transform a simple insight in to a amazing creative expression. In fact I do believe every agency has its own essence and expression(BBDO, W+K, BBH, Leo Burnett etc). Traditionally, AdMen are considered to be laid back and party maniacs.

If you have worked in any agency before then you will realize that they actually DESERVES that! Have you ever managed a campaign that involves 3 months of hard work, few weeks of sleepless nights, few days of pain in the a@#? As natural to human beings, admen tend to have a few days of normalcy and obviously to party to cherish the success or forget the failure :)

Keeping aside all these attributes, when it comes to forecasting the trends and having the thought process aligned to that requires some vision. JWT is one of that agency, which looks very promising and looks like they got it right. For the uninitiated, JWT Intelligence tracks the shift in consumer attitude, changing business Eco-system etc.

To me this is a great initiative which every agency should follow which will help them to align their vision with a logic sense of the future. And one more thing, WPP has an amazing section called “Reading room”, how many of you guys know this? It has amazing collections of articles from its agencies around the world. And yes, most of then are for free!

Following is an amazing collection of interesting insights by JWT on 100 things to watch in 2010.

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New Generation Agencies. Can we see some in 2010?

December 10, 2009

Personally, the year 2010 looks very interesting and promising for advertising.  I strongly believe this is the year that will determine the future of the advertising industry. And obviously this year will bring the best innovation in agency format and the working style of agencies.

Are brands going to get more the specialized agencies on board by rejecting the biggies? If we go by the early indicators, things are not so great for the global networks. The Wrigley’s recent agency shake down might be the beginning of the end of the mind set “everything under one roof”. How many times have we heard this statement from clients “our last agency did a great job, but they don’t get interactive”!

On the other hand many experts in traditional setups feel that digital agencies are struggling to transform their technology knowledge in to long term brand value, because traditional agencies have 100 years of brand building experience! Read few interesting debates on whether digital agencies are ready to lead here and here.

But, Facebook is a brand that was built online and so is Twitter! These two brands clearly showed the world that, a brand can be built in a short time, without using any traditional methods! Apart from these brands there are thousand other brands that have been built online, which proved that brands just need a clear vision and mindset to evolve along with the changing consumers. Even bigger brands are moving towards interactive communication. Here is the list of Ten Smartest Big Brands in Social Media, by Mashable.

We have to accept the fact that, traditional agencies are changing, but not at the required speed. The day when agencies start thinking to channelize the brand thought in an interactive way rather than their favourite traditional media which brings more profit, it might bring some bloom to the credibility of agencies. But the transformation should not be at the cost of traditional media! Agencies just need to do marketing WITH the consumer rather than marketing TO them. Agencies just need to figure out the art of pairing hands with the consumers and build the brand in the age of crowd sourcing. When the performance based incentives are round the corner, agencies need to buckle up!

I really liked a thought from a recent article from iMedia “It’s the agencies with digital DNA that can think strategically like traditional agencies that will thrive in future”.

Have a look at the following presentation from Köksal Abdurrahmanoglu regarding new generation agency model. Its worth your time.

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