The Future Agency - Looking Forward
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- Hayoth
Let's get some future talk going about the creative industry.
Here is what we know right now
—Web development is becoming automated
—Software development is turning into machine learning AI
—Video budgets shrink while demand grows
—Big agencies struggle with high overhead and bureaucracy
—Design consultancies have become nimble and quick
—Marketing budgets shrink but demand for content has grown
—Value of design has grown but not monetarily
—Full service is coming back - maybe?
—VR is still dorky and AI is...
—We know Enterprise corps are buying creative shops
—Speed of execution is hugely important
—Agency quality of life is still terrible (overworked, political)So my question is:
What does the agency of the future look like? Will they be a small consultancies that have a scalable business model with other industry partners? (two companies partner on projects)
Or
Will it be single 'freelancers' who have a network of resources to essentially become a one man shop who manages and directions creative execution?
Or
What else could it be?
How long until the system is automated and what would be automated?
Go!
- Mattjanz3n0
Not sure but I think you hit the nail on the head status wise.
- Morning_star2
I think how we consume content has changed so radically that agencies/freelancers will need to adapt their operations to accommodate this. Traditional media will become less important than content that can adapt to any and every channel and audience.
Consumers dictate what they want to see, where they see it and who they share it with . Motion content will continue to dominate and captivate audiences communicating powerful, thought-provoking messages that are difficult to relay in non digital mediums. And of course, Mobile First - Content optimised for smaller screens will result in larger audiences.
Brands now require more content at a higher quality to maintain brand trust and cut through. This cannot be produced by the bosses son on his iPhone. Quality will stand out amongst the noise and therefore a talent for ideas and execution will prevail.
All of this points to a positive future for those that can adapt and overcome. Times change so must we, although i do mourn the loss of Letraset.
- quality will never go out of fashionhans_glib
- Aye mondocpoz
- Motion content is growing, yet salaries in London for Senior Motion Designers is often advertised at £35k!!!!shapesalad
- What regulates salaries is the scarcity of the skill. If you don't like the salary, move out of London or do something else.Morning_star
- docpoz-4
Immersive media seems exciting from a storytelling standpoint.
- Don't call it immersive unless it's a physical experience, AR, VR, etc. I'm fighting this battle at our agency and slowly getting people to usemg33
- "rich media storytelling" or "rich media interactivity" if we're talking about web pages with lots of rich media and interactivity.mg33
- im talking about AR/VRdocpoz
- websites are not exciting in any way shape or formdocpoz
- Ha - gotcha.mg33
- mekk2
New ships will be built, all of them will sink one day. Remember Myspace hype? Second life? etc etc. Jump the new hype. As always.
Agencies will always be the think tanks of how to get content into hype trains. New trains will be expensive, old trains fast and cheap.
Repeat.
- And expense accounts will always need abusing; egos massaging; laziness catered to, ehcelons defered to, etcNairn
- jbranda1
In my experience the future of most creative agencies if they're to survive (or present day) will have/has the majority of senior creatives and their Principals/Account Executives with PhDs in Social Psychology and Behavioral Science in understanding the width of the audience from tweens to the elderly and design accordingly.
The fact that content is specifically tailored to ones individual online footprint of smartphones usage, Not just for our locations, a specific moment (unlike a desktop) or social media "like", but on our actions when we are presented with content. Its how we interact with it, and our final action before moving on to the next one.
- Maaku3
2 years since I left creative agencies, don't know, don't care :)
- nylon1
Will it be single 'freelancers' who have a network of resources to essentially become a one man shop who manages and directions creative execution?
This has been me for over a decade...
- Hayoth0
If ATT just created their own advertising and design agency (Xandr).
What does that mean for the large NY agencies?
Back to my original premise.
Do you guys feel the agencies will be small with a small core of expert generalists and they will partner with expert niches to fill certain roles? Design agencies partners with VR firm, etc?
- mg330
I got this in my email last week and it's a pretty good report that's on par with another one from earlier in the year about the changing agency landscape. It's a good read, and this sort of thing is starting to mean more to me / matter more as I've moved up and gotten more involved in new business opportunities at our agency.
