Evolution of the Ad Agency

Advertising agencies, like everything nowadays, are evolving—whether they like it or not. From their relationships with clients to the way they operate,ice stones there is a shift in the agency arena.The changes go beyond how digital marketing has affected the industry. I'm talking about moving away from traditional models in order to better connect with clients and consumers.Disruptive innovation has impacted the industry, the same way that iTunes affected the music arena and Southwest changed air travel. It's not necessarily a bad thing for your average agency—if they can "go with the flow" and adapt to the needs of their clients."Disruptive innovation isn't necessarily a new technology; it's usually a recombination of existing features and technologies served up in disruptive way," writes Tim Williams.When agencies are faced with these disruptions—to others they are advancements, such as social media for example—agencies usually lower prices to retain existing clients and attract new ones. This means the large firms are caught in a downward spiral. Instead of innovating to face the disruptor, they let it roll over them.
They fail to evolve.Who are these disruptors?
Identifying the disruptors can help you get a better idea of how the advertising industry is changing.Menu Titanium Keychain Audience platforms and agency trading desks such as Accuen, Mediabrands, Xaxis, and Funbox are good examples of disruptors in the media industry. Production companies that are working as agencies, such as B Reel, Trailer Park and Radical Media are, too. Media companies as agencies such as Conde Nast Studio, Electus and Scratch are other examples. And even technology companies like Google and Facebook are stepping in as marketing providers…something that only traditional marketing providers used to do.The shift is about more than disruption—it's a natural evolution While it's easy to say that these disruptors are what's making ad agencies evolve, they are not solely responsible. Let's take a look at other ways that agencies are transitioning.whisky stonesGetting real. Take a look at how Digital Kitchen positions itself. They say that they focus on content as the base of branding and marketing,whisky rocksscotch rocks instead of a traditional sales model. This enables them to cultivate a connection with consumers and engage them. It revolves around a more authentic approach, which follows the trend of consumers desiring more engagement. Finding their niche. Agencies like mine, which focuses on brand experiences for the $20 trillion female economy, have emerged. There are agencies that specialize in everything from home and garden to vegan businesses. Micro agencies are also gaining traction, enabling solo professionals to unite in order to provide dynamic marketing services just as clients would receive from larger agencies.