Claire Beale

Global Edi­tor-in-chief, Cam­paign


If you’re al­ready feel­ing a lit­tle queasy about the pace of change in the ad­ver­tis­ing and mar­ket­ing in­dus­tries, you might want to skip this edi­tion of R/GA’S Fu­ture­vi­sion. If you’re cling­ing on to the fa­mil­iar, the com­fort­able, and hop­ing you can just get through the rest of your ca­reer be­fore Ar­maged­don hits, then move along, move along. Noth­ing here for you. For the rest of us, though, the por­trait of our in­dus­try sketched over the next few pages is a daunt­ing but ex­hil­a­rat­ing prospect. As this re­port un­der­lines, ad­spend on dig­i­tal now out­strips TV spend; mean­while man­age­ment con­sul­tan­cies are mov­ing into the agency heart­land, snap­ping up dig­i­tal and cre­ative shops; and clients are see­ing their own sec­tors fac­ing un­prece­dented up­heaval. Of course, we know dis­rup­tion is the new con­stant. And we’ve un­der­stood for a while now that the smash­ing apart of the old or­der of­fers smart agen­cies and mar­keters the chance to re­con­struct around a fu­turefac­ing model. But, as you’ll read in Solv­ing the In­no­va­tor’s Dilemma, know­ing and un­der­stand­ing are not the same as ac­tu­ally hav­ing the fac­ulty to pivot your busi­ness and grasp the new op­por­tu­ni­ties. What those new op­por­tu­ni­ties are de­pends on what sec­tor you’re in. In the agency space, com­pa­nies like R/GA are al­ready work­ing with their clients on ev­ery­thing from con­sult­ing, through strat­egy to de­vel­op­ing and mak­ing trans­for­ma­tional new prod­ucts and ser­vices, all Con­nected by De­sign. And if you’re a mar­keter, the chances are your in­dus­try is al­ready be­ing dis­rupted by tech­nol­ogy. From au­to­mo­tive to hos­pi­tal­ity to fi­nance, no sec­tor is im­mune to rad­i­cal change and as this re­port points out, find­ing your place in the new world might mean com­pletely re­think­ing what sort of com­pany you ac­tu­ally are. It’s a thrilling prospect. This is the mo­ment when the safety bars come down, the chains start to tighten, the brakes come off and the ride re­ally be­gins. If you don’t work with, or for, an agency that’s ex­cited for the adren­a­line rush to come, you need to find your­self an­other agency. And quick.

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