Daniel Diez

EVP, Global Chief Mar­ket­ing Of­fi­cer, R/GA

Campaign UK - - GLOBAL VIEWPOINT -

In the con­nected age, no in­dus­try is safe from dis­rup­tion. The same tech­no­log­i­cal forces that have cen­tury-old com­pa­nies look­ing to in­no­vate are leav­ing many of the agen­cies that rep­re­sent them be­hind the times. If you’re an or­ga­ni­za­tion look­ing for a part­ner in this cli­mate, you not only need help cre­at­ing and dis­sem­i­nat­ing your brand’s mes­sage, you need help de­liv­er­ing on that mes­sage—to a world of con­sumers who de­mand more from the brands they choose to en­gage with. This of­ten means com­pletely re­think­ing and re­struc­tur­ing your busi­ness. Con­se­quently, to­day’s agen­cies are be­ing forced to look in­ward. With ma­jor tech com­pa­nies en­ter­ing the space, many brands tak­ing their cre­ative in­house, and con­sul­tan­cies build­ing out their own cre­ative arms, agen­cies are fac­ing un­ex­pected com­pe­ti­tion from all sides. And with data and AI en­abling hy­per­tar­geted, hy­per­per­son­al­ized ads, great sto­ry­telling will take dif­fer­ent forms and grow in en­tirely new ways. How agen­cies will adapt to meet th­ese new chal­lenges re­mains to be seen. Some are build­ing AI and ma­chine learn­ing into their op­er­a­tional struc­ture, while oth­ers choose to re­main set in their old ways. In any case, mar­ket­ing to­day re­quires an evolved strat­egy. In what fol­lows, we look at how an in­te­grated agency model can help clients stay ahead of dis­rup­tion; jour­ney through the key trends that are im­pact­ing the mar­ket­ing in­dus­try; and sit down with R/GA’S Con­sult­ing team in New York to dis­cuss the com­pany’s ap­proach to busi­ness trans­for­ma­tion. Fi­nally, we gather per­spec­tive on how an ag­ile agency of the fu­ture should be struc­tured. We hope you find the con­tent in this is­sue both il­lu­mi­nat­ing and in­spir­ing.

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