Historically, states Ad Age, the advertising business was straightforward. Marketers hired agencies to create 30-second spots, place them on TV and in magazines and create and send direct mail to addresses stored in massive databases. But clients’ needs have changed.
The Ad Age article, in part, added:
“They must manage marketing across devices and serve customized ads to specific audiences based on real-time analysis of constantly changing data. That data must inform creative, CRM and media buying strategies tied to new commerce and brand experiences. At the nexus of this confusing and continually evolving mashup of business operations and marketing are clients, who need a partner to help them stave off their own impending winter.
“The question is, who will be that partner? Will it be the holding companies as we know them today, like WPP, Omnicom and Publicis Groupe? Will it be a consultant like Accenture or a media owner or e-tail giant? A marketing services specialist that does not exist today or even a mobile carrier?
“Ad Age sought opinions from dozens of people on the subject, including Marc Pritchard, CMO of Procter & Gamble, who said that whatever form agencies take in the next five to 10 years, they must be client-centric.
“”We’re looking for a higher degree of consolidation to make integration and interdependence more effective,” said Mr. Pritchard. “How it manifests itself across the holding companies—I don’t know.”
“What he does know is that more agencies will rebundle capabilities such as “creative and media, influencers and digital and production and shopper [marketing]” for individual brand needs. There will be dedicated client teams and a greater degree of open-sourcing of talent and capability.”